The software to make it all happen was licensed by Telstra from 3M Corporation and is hosted in one of its Sydney datacenters. Subscribers access the application via a Web portal where they can control the type and distribution of the content. Locations can be grouped and content delivered to groups as desired.

Perkin said Retravision plans to take advantage of the solution's instant messaging capability so individual stores can display their own messages, like manager's specials and community services announcements.

"It's also an opportunity to communicate corporate messages to the store network in the way we haven't done before," he said, adding a number of templates are being developed which won't allow individual content to go live until approved.

Telstra's convergent solutions group market development manager, Michael McKeon, said the end-to-end managed service software application can be used to create playlists and schedules to publish content in stores, down to an individual precinct.

"The Web interface gives an operator a preview of the media and identifies where you want it delivered," McKeon said.