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Digital Signage Industry Trends

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According to an IHS iSuppli Signage report, digital signage displays are projected to reach 17.3 million units in 2012, which is up 12% compared to 15.4 million units in 2011 and up 28% compared to 13.5 million units in 2010. The market is projected to see continued success with total shipments reaching 25.8 million units by 2016.

IHS iSuppli recognizes the growth in mainly contributed to:

– Increased use for installations in commercial markets such as retail and hospitality, along with public areas such as sporting arenas.
– Decrease in the price of LCD screens in the 40″,42″,and 46″ sizes
– Improved technology: super-narrow bezel video walls, interactive touch-screens, and high-brightness outdoor displays

IHS iSuppli reports, that among the markets where digital signage displays are most often employed, the three highest-performing segments were retail, hospitality/healthcare, and government/corporate. They expect to see the same trend in 2012.

View IHS iSuppli Report Here

So, how is this relevant to the end-users of digital signage systems?

I see the decreasing price of LCD screens being passed down the chain. The initial hardware investment scares lot of companies when tossing around the idea of digital signage. If providers can lower implementation cost, and take away from some of the sticker shock, more companies may see digital signage as a ‘less risky’ investment therefore increasing the possibility for further deployment.

The decreasing cost of hardware is one thing, but as time has gone on we’ve also seen digital signage software become more robust with features and decline in price. Increased competition has forced SAAS companies to reduce price and add value-enriched features in order to stay competitive and differentiate themselves in the market. I think this trend will continue and price for software will continue to drop while the software itself will provide users with better ROI reporting and more user-friendly interfaces. These trends will attract the attention of more analytically-driven marketers thus making digital signage a more popular marketing vehicle within the marketing department.

The third major element that will evolve as the digital signage industry grows is and increased need for good digital content designers. Whether companies choose to bring it in-house or go through an agency, as interest in digital signage grows and equipment becomes less expensive, having a designer that can whip up some well-branded content will be a much needed asset for any team. Software companies will continue to make editing templates easier for their users and offer content services for those who want it – Delivering everything the user needs to keep their signage fresh.

So as the industry grows and the price decreases, digital signage will develop into an out-of-box solution. Any mom and pop retail, restaurant, etc will be able to afford and maintain their systems with ease. I don’t think digital will ever replace paper merchandising, but I do see it becoming the more popular solution in the future.

What are your thoughts for the future of the digital signage industry?


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