HSBC Bank and Scala Win DRE Award

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Scala, Inc. and HSBC Bank in Dubai, UAE won the 'Best in Class Creative Content: Financial Market' award at the 2006 Digital Retailing Expo in Chicago. The award, one of only six awarded, highlights excellence in Digital Signage applications for the financial industry.

Specialized Software Services LLC (SSS), a digital signage solutions provider in the UAE
and GCC, supplied HSBC, the largest and most widely represented international bank in the Middle East, with a digital signage network using SCALA InfoChannel software. A network of Plasma screens was installed in HSBC's Dubai Internet City office as well as its branches across the UAE.

HSBC's management found that these digital screens enabled the bank to enhance its internal
communication between management and staff. A consistent stream of messages to staff are
disseminated easily in an attractive manner and updated constantly.

"A well informed staff understanding the Bank's objectives is a key goal for us. A modern paperless
communication tool that catches employees' attention, be flexible and quick to deploy was our aim.
SCALA InfoChannel has been beneficial in cascading Bank's promotions and updating information
at a branch level, thus ensuring that all staff is well informed," explained Ahmed Maher, Regional
Manager IT, HSBC Bank Middle East Limited.

Owing to the success of the project, HSBC began the second phase of the project by installing
additional screens in the customer facing areas. For phase three the HSBC management is looking
at installing screens at the ATMs in the remote sites.
"It's really rewarding to the entire Scala team to see our platform be chosen by so many high-profile,
industry leaders," said Gerard Bucas, Scala President and CEO. "We heartily congratulate all of the
winners and especially HSBC who power their network with Scala InfoChannel."
HSBC Bank and Scala Wins Prestigious Digital Retailing Expo Award in Chicago

Information on Scala, Inc. can be found at www.scala.com. Or contact dick.trask@scala.com.

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