The Business of Digital Signage

While visiting a range of channel and cellular carrier partners last week in the UK and the Benelux region I was able to spend a day at the Self Service Expo and Digital Signage Show Europe at Olympia in London.  One of our value-added solution partners, Box Technologies, was exhibiting there, so I spent a day chatting with network operators and prospective customers as they came across the Box stand.

I also met with Bill Yackey, Editor of Digital Signage Today, who was speaking on both days of the show covering some great statistics and trends for the industry as a whole. Bill has a very comprehensive write up of the show and event on the Digital Signage Today web site.

For those of you who have visited London in the last few years you will know all about the new Traffic Congestion Charge – in effect a toll charge for entering central London by car.  A masterful ruse to raise money for local government projects all in the name of reducing pollution and the British carbon footprint – trouble is less people are coming into London as a result and business generally suffers - Hence the phrase of the moment in London; “the Traffic Congestion Charge effect”. 

Meanwhile, back at the 2009 Signage Show, the number of digital signage exhibitors was down on 2008, traffic flows reduced, and general activity levels more subdued. Well the view through my rose-tinted spectacles was somewhat more positive.  I saw solid traffic-flow across the exhibition stand, well-qualified and educated prospects, great questions, and folks ready to buy and deploy. 

According to my colleagues, this was true on both days, not just the day I spent at the show.   What was also interesting was the proportion of value added solution providers rather than network owner/operators who were looking for technology partners. These ranged from creative agencies, and merchandising firms, to managed service providers and network management firms.  No longer is this an industry whose channel is dominated by AV integrators.  The emphasis of the value chain or ‘solution stack’ has definitely shifted upstream to consulting, content, and service.

So no doubt the general economic condition has had an impact on our industry with the UK being no exception - but the quality of customers and vendors has improved as a result of this shake out – not only can they afford to pay the Traffic Congestion Charge but they are also ready and willing to buy.

Keepin' it Simple

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Photo credit, SimonDoggett