Demand is increasing for a wider range of digital information presented in multiple locations. Digital signage is a practical, sustainable, manageable solution that offers attention-grabbing multimedia capabilities that attract, inform, and entertain.
As a result, the digital signage market is growing. Grand View Research predicts that the global market, valued at $26.8 billion in 2023, will increase at an 8 percent CAGR from 2024 through 2030, reaching $45 billion. Additionally, the U.S. market, including video walls, video screens, digital posters, kiosks, and more, is growing at a 6.5 percent CAGR, estimated to reach more than $8 billion in the same period.
This data is worthy of evaluation for solutions providers looking for new opportunities, but it takes insight to know the best way to capitalize on it. John Dixon, Vice President of Business Solutions at MicroTouch, shares his perspective.
Where do you see the most significant opportunities in digital signage for solutions providers?
Dixon: Interactivity. VARs, SIs, and ISVs are well-positioned to provide interactive digital signage solutions. Interactivity is becoming a standard with digital display technologies, and solutions providers have the expertise and industry knowledge to optimize user experiences.
Solution providers can enhance self-checkout and help merchants maximize opportunities for advertising and branding. Additionally, signage within a retail or hospitality environment can reach customers to develop brand awareness, promote specific items or partners, or augment wayfinding with information on campus locations or mall maps.
Interactive products are at the forefront. Solution providers can ensure expected performance.
What are some advancements in digital signage that solutions providers can capitalize on?
Dixon: First, large-format touchscreens, ranging from 49–65 inches, are now available for interactive digital signage solutions. And touch experiences are enhanced through projected capacitive (PCAP) technology.
In the past, solutions providers had to overcome challenges to deliver the digital signage size and touch technology their clients needed. Now, they have a range of alternatives to meet the high-performance business demand regardless of screen size.
Touchscreens are also available to meet virtually any business’s specs with options like the latest LCD screens with narrow borders, LED backlight, and 4K resolution. Technological advancements are at the forefront, and improvements continue to occur.
Digital signage solutions encompass hardware, software, and services. What’s the best way for a solution provider to take a solution to market?
Dixon: The best approach is to partner with various ISVs, mobile device management (MDM) solution providers, and kiosk manufacturers to gain the ability to deliver complete solutions. Look for hardware partners with open, agnostic platforms that allow you to build solutions that don’t limit which components you can choose but let you deliver what the client wants. There is typically a lot to consider. Not only do you need compatible hardware and software, but you must also consider aesthetics, footprint, and other factors to successfully solve the customer’s problem.
How can solutions providers secure digital signage solutions?
Dixon: Players in the digital signage space are developing systems that incorporate security down to the hardware. Android-based systems are trending. With regular updates from Google, the Android operating system is highly secure, ensuring businesses that their data isn’t at risk from operating system vulnerabilities.
Another trend is toward cloud-based systems, which facilitate centralized management of the entire platform, making it less susceptible to unique threats in one location. Solution providers who inform their clients about security threats and how they protect against them can differentiate their businesses and deliver the solutions companies seek.
Prepare for the Future of Digital Signage Solutions
Dixon says businesses often seek systems that require more computing power to run videos and multimedia content. Users also expect high-performance and responsive touch experiences.
Develop the knowledge, skills, and partner network to provide your clients with solutions that meet their needs, including scalable options and flexible software solutions that help future-proof their investments. Additionally, consider incorporating multimedia content management into your portfolio, allowing clients to easily customize the types of content they display.
Additionally, take a holistic view of how your clients utilize digital signage in their environments and consider innovative solutions that can enhance the impact of their content. For example, Internet of Things (IoT) technology can give your clients more control over their digital signage or interactive displays, collecting data to help them increase revenue, personalize customer experiences, or operate more efficiently.
Building a strategy based on current trends and the outlook for digital signage will help you meet your market’s demands and capitalize on opportunities in this growing and evolving space.
