Kiosks Introduction
Imagine being able to hire additional employees without paying them a salary. While that can land you in trouble, installing kiosks at your business can be an attractive alternative. Kiosks are user-friendly machines that act like virtual employees, collecting and delivering information quickly and consistently without human interaction.
The entire kiosks industry is taking off - a recent study by IHL Consulting Group predicts that kiosks transactions will approach $1 trillion by 2007. One of the main reasons for this growth is that they can provide a variety of services from simple to complex:
You're probably more familiar with kiosks than you think. The most common kiosks, the ATM, have been around for decades.
This BuyerZone.com Kiosks Buyer's Guide will detail the types of kiosks you can provide for your business, the touch screen technology and display options available, your purchasing options, and the various costs involved.
Electronic kiosk basics
An electronic kiosk is simply a durable structure containing a computer that enables customers, employees, and the general public to have self-serve access to services or goods. By navigating on-screen menus using a finger or an attached stylus, a user can perform a variety of activities such as inserting payment, providing information, or choosing products. Many electronic kiosks connect to the Internet or an intranet, either with a landline or wireless access, allowing users to get real-time information when necessary.
A full-size, or freestanding, electronic kiosk typically measures five feet high by three feet wide and can weigh 100 to 250 pounds. Although large, they are easily portable with removable wheels or enough room to wedge a hand truck underneath. You can then secure it in place by bolting it to the ground.
Smaller versions of electronic kiosks, known as countertops, have a smaller form factor and weigh considerably less. Most kiosks feature a touch screen monitor and a printer. They can also include other components such as a credit card reader, bill acceptor, camera, or an external keyboard and mouse.
Electronic kiosk hardware is designed to run 24 x 7 x 365. An enclosure surrounds and protects the computer and components, allowing the electronic kiosk to withstand public abuse and wear and tear. It can also incorporate security cameras and alarm systems to make sure that people are using it appropriately and monitor employees and service technicians who have access to cash cassettes.
Depending on its placement, you will want varying levels of security for your electronic kiosk. Fully-attended kiosks are always in full view of an employee, such as a patient information kiosk in a doctor's office. They are difficult to steal or vandalize, so they don't require much security. Semi-attended kiosks are those in view of your staff, but not always watched, so some additional monitoring or security can be a good idea. Electronic kiosks located outdoors or in the middle of heavy traffic areas like shopping malls are non-attended kiosks. These are rugged and bolted to the ground, and may include intrusion alarms and CCTV monitoring, similar to an ATM.
The lifespan of an electronic kiosk is generally three to five years depending on the quality of the machine. Durable machines from reputable vendors can withstand seven to 10 years of intense use.
Touch screen kiosks and their displays
When you purchase a touch screen kiosk, the user experience you provide is a top priority. You want to make the on-screen menus easily to navigate and allow the users to clearly view the kiosk's functionality. The types of touch screen and display you choose depends on your audience, how they plan to use the kiosk, and which technology best suits your application.
Touch screens
Touch screen kiosks allow users to enter information and navigate through menus without a keyboard or mouse. They can be used millions of times without losing performance. However, the environment and usage patterns will determine which type of touch screen is best for you.
Resistive touch screen kiosks are the most common, particularly for demanding point of sale applications, industrial spaces, and medical facilities. They can be operated with a finger, a gloved hand, or a stylus. Resistive touch screens are durable, dirt-resistant, and provide high touch resolution, but the clarity of the display is low and sharp objects can harm the sensitive screen.
For the public information sector and high traffic businesses, surface acoustic wave (SAW) technology might be best. SAW displays offer high picture clarity and resolution, but the screen isn't sealed, so it is subject to damage from moisture and debris. Capacitive screens are durable, high clarity solutions for industrial businesses and restaurants - they feature a tight seal to keep dirt out. They're moderately priced but you can only activate them with your fingertips, which could hinder users wearing gloves.
Finally, infrared touch screen kiosks can handle the dusty and harsh conditions of warehouses and factories, included gloved users, but are difficult to view in direct sunlight and may be sensitive to motion and false touch.
Kiosk display
The type of display your touch screen kiosk features will also determine how clear and brilliant your presentation will be. You need to consider many factors including cost, size, durability, and availability when choosing a display screen.
Liquid crystal display (LCD) screens are the industry standard for most touch screen kiosks and modern computer monitors because of their thin form factor and high quality. This technology can also run with limited problems after several years of intense use. Although the price has dropped over the years, LCD screens can still be pricy, particularly for larger, higher-quality models.
At the high end, plasma displays offer accurate picture with almost 16 million different colors. Businesses may appreciate the eye-catching technology for advertising or promotions, but the high cost is a deterrent. Also, plasma tends to heat up quickly and is susceptible to screen burn-in.
The low-cost alternative for touch screen kiosk displays is cathode ray tubes (CRT), which were the standard for TVs and PC monitors until recently. CRTs are not viable for most kiosks because they're bulky and don't have a very long lifespan.
Other kiosk purchase considerations
There is more to a kiosk purchase than just selecting the technology and understanding how it works. You also have to consider the physical characteristics of a kiosk and where to place it.
Enclosures
In some cases, kiosks are ready to operate right out of the box. But part of the appeal of a kiosk purchase is the ability to customize the enclosure. A kiosk vendor can paint it with your choice of colors or a design incorporating your corporate logo. You can even have your kiosk enclosure cut into complex designs or unique form factors.
Beyond aesthetics, there really isn't a huge difference between off-the-shelf and customized kiosk enclosures. You just have to take form factors into consideration: if you want to include specific components such as security devices or credit card readers, or a larger display, you need to make sure your custom enclosure can accommodate them. Also, it may be impossible to return or resell a kiosk with a custom enclosure if you decide you can't use it anymore.
Countertop vs. freestanding
A countertop kiosk, designed to sit near a retail point of sale, is a good solution for businesses that have limited floor space. The most prevalent example of a countertop kiosk is the digital photo kiosk, which allows customers to print professional quality photos with minimal staff assistance. Countertop kiosks can be prone to possible damage and even theft, particularly in unguarded areas.
While countertops cost roughly one-third the price of freestanding kiosks, freestanding models are more secure and sturdy. Their size and display make them best for unsupervised areas, since you can bolt them to the floor to deter theft. You also have more room for peripherals and additional space for display advertising and branding to attract customers. However, freestanding kiosks have a larger footprint and aren't as mobile as countertop kiosks.
Outdoor kiosks
If you intend to install your kiosk outdoors, you need to make a kiosk purchase that can withstand severe shifts in weather - sun, rain, snow, wind, and pollution can shorten a kiosk's lifespan. Outdoor kiosks should feature steel or aluminum enclosures, scratch-resistant touch screens, and temperature-controlled interiors. If possible, placing an outdoor kiosk in a partially enclosed area or underneath an awning can make it last much longer.
An outdoor kiosk purchase can cost considerably more than a standard kiosk - as much as double in some cases. The operating costs are about the same, but depending on how much you put into components and safety features, it may take a lot longer to see your ROI.
Choosing kiosk vendors
The kiosk industry features a very segmented distribution of sellers. Most kiosk vendors are small, independent "mom & pop" operators that work with smaller companies looking into kiosks. The biggest retail chains work directly with direct sales reps from the bigger kiosk manufacturers.
Regardless of the type of kiosk vendor you work with, make sure to meet every potential partner. Find kiosk vendors that will help you build a solution that suits your needs. Some vendors that deal exclusively with one type of kiosk such as digital photo or ticket kiosks - find out what the vendor's level of expertise in the type of kiosk you want.
Also, carefully evaluate the software the kiosk vendor will install. Most kiosks come with commercial off-the-shelf software that's inexpensive and easy to maintain - but it can limit how much you can customize your application. Some companies specialize in creating unique kiosk applications that are tailored to your company. Ask to see a full demonstration of one that performs functions similar to yours to get a sense for the look and feel. Look for customization options that could better suit your business goals.
If this is your first time buying a kiosk, you'll need kiosk vendors who can provide you with plenty of attention to discuss your options and answer any questions. As long as you can clearly outline what you plan to offer through your kiosk, a vendor should be able to design a program that works for you, or suggest a basic off-the-shelf solution that accomplishes the same goals. Try to get some insight into work they've done for companies similar to yours, and ask the vendor for a list of references you can speak to about their performance.
When purchasing sensitive technology like a touch screen, beware of kiosk vendors offering equipment at drastically reduced prices. You want to make sure your vendor will be around if the screen fails to repair the problem or replace the unit. Also find out what warranties each vendor offers.
Avoiding kiosk scams
Years ago, various scams almost killed the kiosk market entirely. Franchises used to sell kiosks for tens of thousands of dollars promising large ROI, but without any real support, customer service, or training. In some cases, businesses would pay for kiosks ahead of time and never even receive the machines.
Kiosk vendors are working very hard to distance themselves from past mistakes. However, before making a kiosk purchase, you should still perform your due diligence. Check out the Internet for information on kiosks and how to best use them. Non-profit organizations like kiosk.org and kioskscams.com provide valuable information on things to look for and avoid when shopping for kiosks. They also maintain track records of different companies and raise red flags for those that seem sketchy.
To prevent being taken, avoid any kiosk application that sounds too good to be true. If a company promises unrealistic ROI, for example, it's natural to be skeptical. The scam artist may tell you that a large initial investment can make you $10,000 or more per month, but you may only see a fraction of those returns. If you pay these excessive prices for kiosks, you may never recoup your investment.
Kiosk monitoring
Since uptime is so crucial to a successful kiosk, you need a kiosk monitoring company to keep an eye on your kiosks and perform a variety of services to keep them up and running.
Your kiosk vendor can recommend monitoring companies to you. These independent contractors can conduct repairs, replace consumables like paper and toner, perform general maintenance, and upgrade software. Kiosks that are connected to the Internet can also be set up to notify the monitoring company when a problem emerges, alerting a technician to rush to the scene.
In some cases, kiosk monitoring companies can make updates and repair minor software glitches remotely. They can also perform regular diagnostics of your kiosk. This allows them check up on all your kiosks, no matter where they're located, and then fix any problems without dispatching a technician. This is particularly helpful when the issue is minor and can be fixed promptly.
Of course, some businesses don't need a monitoring company. You may already have a dedicated IT staff that can tend to problems, or a contract with a third-party service company. And some kiosk vendors will monitor the machine themselves after building and installing a kiosk.
Interactive kiosk pricing
An interactive kiosk requires a considerable investment, but it's still much cheaper than when the technology first emerged over a decade ago. Back then, a fairly basic interactive kiosk cost about $25,000 as PCs and touch screens were much more expensive.
Today, you can purchase a typical interactive kiosk with a resistive touch screen LCD monitor, a standard enclosure, a printer, and software for around $5,000 to $10,000. The price will rise as you customize the machine. A fancy kiosk enclosure featuring a specially cut design and customized materials can add another $1,500 to $10,000 to your final bill.
You'll also pay extra for additional components to your interactive kiosk. Upgrading to a laser printer can cost an additional $2,500, and higher-quality display screens and more advanced touch screens can add another $3,000 to $10,000.
While interactive kiosk pricing typically includes standard software, customized software can also add to your total costs. Customized software fees range from $5,000 to $20,000 or more, plus licensing fees of $150 to $500 per kiosk. If it's not included, standard software, including automatic updates and 24 x 7 live help desk support, costs a few hundred dollars with discounts for multiple licenses.
Most interactive kiosk vendors will provide a standard warranty that will cover the hardware for one year, but not parts and labor. If you expect your kiosk to be used frequently, you may want to purchase an extended maintenance contract. This takes the place of your standard warranty and covers everything from the enclosure to software maintenance to touch screen displays. For 20% to 30% of the total cost of the kiosk, you'll typically get one to three years of coverage.
If you just want to try out an interactive kiosk without the bells and whistles, consider buying used. Previously owned kiosks have become a separate industry. Vendors purchase fully-functional kiosks at cut rates from companies that went out of business. They then offer the interactive kiosks to businesses at a discount - as much as 20% to 50% less than a new one. You typically get a one-year warranty covering parts, labor, and customer service. However, much like a used car, you don't know if you're inheriting another person's problem. Also, you customization options may be limited.
You can get an interactive kiosk set up in as little as four weeks if you are using a basic enclosure and standard software. If your application requires extensive work and testing, you may be looking at six to 12 weeks before you can implement your kiosk.
Kiosk monitoring pricing
Vendors typically forge relationships with national and regional kiosk monitoring companies and subcontract them to do the work. Monitoring contracts can cost as little as $20 to as much as $800 per month per kiosk, depending on the level of service, the number of kiosks being monitored, and when you request service - night and weekend service calls are more pricey.
Additional pricing
Installation - including unpacking, assembling (if necessary), and setting up the interactive kiosk - can cost $250 to $500. If you purchase custom software, you may be charged an additional $250 to $500, and shipping will add another $100 to $300 to those costs.
Most interactive kiosks don't require formal training to operate. The installer will demonstrate how to set up and maintain it. Some vendors provide custom-tailored training programs for more complex kiosks.
Purchasing alternatives
Since owning and operating an interactive kiosk is so costly, leasing or renting a unit can be a cost-effective way to gauge if the investment will be worthwhile.
You can lease an interactive kiosk to spread out your capital expense - you won't have to pay a lot of money up front, but you will be committing to a term of five to 10 years. Leasing rates are based on credit history and are finance leases - you make regular monthly payments for a period of time before executing a $1 buyout.
Renting is also common in the industry and some vendors specialize in kiosk rentals. Interactive kiosks typically rent for $700 to $1,000 per week, or $2,000 to $2,500 per month.
Interactive kiosk tips
Upgrades welcome. If you're buying a kiosk for the first time and you're unsure what components it should have, start small. Go with a basic kiosk with just an enclosure, PC, and touch screen display. Since kiosks are modular, you can add components at any time, including card readers, bill acceptors, and even security cameras. You can even add a second display atop your kiosk to advertise your business.
It's like a computer but it isn't. Give your kiosk a different feel from a typical computer. A kiosk should be an escape from the traditional PC and provide a new experience for users. If it looks too much like a work computer or the PC in the den, they may not use the kiosk because they assume they can get the same information from home.
Cash only. To avoid paying credit card processing fees, businesses like restaurants and convenience stores can install ATM kiosks. Instead of using their credit or debit cards at the point of sale, customers can withdraw cash from their accounts without leaving the store. They get convenience while you pass the expense directly to them. Read more about ATMs here.
Safe kiosks. For businesses that conduct cash transactions, safe kiosks count and collate large amounts of cash with extra-secure enclosures, increasing security and letting you avoid typical safe drops.
Make them easy to spot. Kiosks should stand out so they are visible to everyone passing through their location. If you can't place it in a visible location, incorporate overhead signage - either an illuminated sign or a second display screen that alternates images and multimedia.
Usability. Make sure the kiosk you choose features quick navigation and easy to understand instructions. The kiosk should have short pauses between screen views and minimal clickthroughs to get to the desired pages.
Identity theft concerns. When designing your kiosk, keep in mind the public's concern about identity theft. Make sure the kiosk clearly notes that all personal information they enter will be secured and protected.
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