BSD City, 11 April 2022 – Sinar Mas Land's Living Lab and PT NEC Indonesia are collaborating to implement Smart Digital Advertising (SDA) in Sinar Mas Land's smart city ecosystem. This project is now implemented at The Breeze and Pasar Modern in BSD City as pilot areas which will later be widely applied in all Sinar Mas Land projects. The Smart Digital Advertising technology or smart digital billboards with NEC FieldAnalyst Software technology is aimed at disrupting conventional advertising businesses in Indonesia as the industry goes digital.

The development of SDA is providing solutions for the advertiser's for measuring the effectiveness of offline advertising and consumer targeting. Brands or companies often find it difficult to know how effective the advertisements are due to problems in calculating the number of target consumers who get to see the ad. Thereby, these ads cannot be tailored for the target consumers with different demographics. NEC's FieldAnalyst Software offers a real-time data report on the number of viewers and allows advertisers to pay the appropriate rate based on that amount.

Sinar Mas Land's Chief Transformation Officer, Mulyawan Gani said, "The technology implemented in SDA has further strengthened BSD City into a digital smart city. With SDA, we are expanding the scope of the smart city concept to the advertising business, which finds obstacles during this ongoing pandemic. Through the Sinar Mas Land’s Living Lab, we want to take advantage of as many technology-based platforms as possible to cater solutions for our modern urban communities.”

In its implementation, existing SDA will be integrated with FieldAnalyst equipment from NEC to utilize information from CCTV or other cameras in real-time. NEC's biometric technology will then recognize faces and classify them by age group and gender. However, the faces detected by this system are only used to identify profiles according to customer groups and no personal data information will be stored. This profiling process will allow the digital signage to play the most suitable advertisement for the person standing in front of it.

President Director of NEC Indonesia, Joji Yamamoto said, “Collaborating with Sinar Mas Land in expanding this latest SDA technology holds tremendous potential for NEC. Sinar Mas Land has built the best smart city in Indonesia, and NEC's FieldAnalyst technology can bring smart advertisement solutions that can be applied to various aspects of business that complements the lifestyle of modern society in Indonesia."

NEC was one of the first companies in the world to develop and commercialize facial recognition technology with high accuracy, even when wearing masks in response to the spread of COVID-19. Its biometric technology can be used as a digital ID, digital payments based on facial recognition, or create secure and seamless access control across Sinar Mas Land especially in BSD City properties and its digital business ecosystem.

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About Sinar Mas Land

Sinar Mas Land is a property developer in Indonesia with 50 years of experience. Sinar Mas Land is listed on the Indonesian stock exchange under the name of PT Bumi Serpong Damai Tbk (BSDE). In early 2011, BSDE has completed the process of acquiring affiliated companies, namely PT Duta Pertiwi Tbk, PT Sinar Mas Teladan, and PT Sinar Mas Wisesa. This acquisition is expected to improve BSDE's performance, particularly its revenue portfolio and diversification of BSDE's business.

Sinar Mas Land has developed more than 50 projects in Indonesia. Sinar Mas Land's success in developing property & real estate in Indonesia is also recognized by credible and independent institutions in the world by receiving various prestigious international awards such as the FIABCI Golden Award in Andora (2017), MIPIM in Hong Kong (2017), MIPIM Award in France (2018), Asia Pacific Property Awards 2018 in Thailand (2018), FIABCI World Prix d'Excellence Awards (2019) and ASEAN Energy Awards (2019).

With the support of a solid management team, Sinar Mas Land is also known as an independent city developer (through BSD City Development) and is a pioneer in the development of concept-clustered residential concepts (Tourism City, Tourism Legend, Grand Wisata, and others). . In addition, Sinar Mas Land is also a pioneer in the development of innovative strata mall trade center (ITC) projects in Indonesia.

Sinar Mas Land as a property developer seeks to realize concern for environmental conservation issues through the implementation of a green vision in each of its projects. The company's awareness to be responsible for preserving the environment is realized through various programs, such as the construction of a green area of ​​​​Green Office Park, green building certification (green buildings), and the environmentally friendly mall without walls, 'The Breeze'. There are also comfortable walking paths and various events to build public awareness of the importance of preserving the environment, one of which is the holding of the annual Green Festival. So far, Sinar Mas Land has planted more than three million trees in commercial areas, pedestrians, median roads, environmental parks, and has developed urban parks and urban forests. Initiatives and commitments to social issues are also continuously carried out through CSR programs that provide opportunities for local communities and small businesses to enjoy development carried out by Sinar Mas Land, such as providing business places for 3,000 MSME players in traditional markets and street food parks as well as other CSR programs.

Sinar Mas Land has strong strategic partners such as Sojitz Japan, Aeon, Itochu-Japan which has been going on for 25 years, Mitsubishi Corporation, Hongkong Land, as well as local partners such as Kompas Gramedia and Kalbe.

 

For more information contact:

Atika Sunarya

Head of Public Relations and Social Media

Sinar Mas Land

Tel : 021- 50 368 368

Email : atikah.sunarya@sinarmasland.com

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About PT NEC Indonesia

NEC first established its representative office in Jakarta in 1968. To this day, PT NEC Indonesia continues to play an important role in providing innovative ICT solutions to promote safety, security, and improve the quality of life for individuals and communities. As a leading provider of information and communication technology, PT NEC Indonesia provides world-class services and technology including telecommunications networks, biometric identification, intelligent solutions for Banks and other Financial Services, Public Transportation and Logistics, Retail, Manufacturing, as well as government applications and infrastructure and business enterprises to support the digital transformation journey. For more information, visit us at http://id.nec.com/

 

Press Contact:

Anastasia D. Arianti

Corporate Communication

PT NEC Indonesia

Phone       : +62 812 9976 383

Email         : anastasia@nec.co.id