OUTPUT

Having come across Marc Burnett's interesting discussion on LinkedIn about digital signage and his considerations about how it is impacting the sign and display market, I decided to broach the traditional boundaries of inter-publication interactivity and jump into the conversation.

The problems with introducing digital signage to the sign-making market are multiple. Marc calls the digital signage market 'disjointed'; he is correct. But I don't think it's true to say that it's not coming. It's true that we're not inundated with moving message sites and there aren't digital kiosks saturating our high streets just yet. But the increasing number of installations across public services, retail spaces and even individual business concerns should indicate that buying trends are considering this technology strongly.

Firstly, there aren't many suppliers providing turnkey options; this is typical for a young industry still coming to terms with its engagement channels. Electronic sign manufacturers might not be too impressed with uptake to date, as Marc implies. Many, though, are making good money in other markets, such as AV and internal communications, and can therefore watch, wait and see how signage shapes up and what the popular uses are.

The turnkey aspect involves finding technology suitable to its application, training the reseller in installation and maintenance, explaining content provision and software and, of course, exploring how to sell it all. This, for me, is why nobody has managed to encourage 'Joe the sign-maker', as Marc calls our Everyman, to take up the opportunity.

While sign and display companies have the right sales channels, there is a bit of an assumption that digital signage is all about managed networks and jazzy, Flash-based content. At the introductory level it starts out with 7" photo frames and electronic posters, both of which have simple scheduling and delivery systems and which are manageable for both the seller and his client.

Of course this is going to take away from valuable repeat (print) business, but if Jill the sign-maker across town is selling them to her clients, can Joe afford not to pay attention? Existing sign equipment suppliers (such as Fairfield Displays) have some solutions on offer and also provide the necessary training to understand and sell them. Most importantly, though, there are new opportunities to sell a combination of printed and electronic services.

Imagine an estate agent in a mid-sized town that wants to refresh its window display. Columns of small digital screens, easily updatable by the agency itself, could combine with an interesting window graphic or printed surround to create a simple but eye-catching display that would set the company apart from its competitors. Indeed, some have started to do this already – but the real point is that there is interest, uptake and practicality for smaller as well as larger businesses, and that Joe and Jill alike can have a slice of it.

At the other end of the spectrum are the vast installations for the supermarket and petrol station chains, and this is where the managed network element comes in. Amscreen has an ever-increasing number of sites, including BP and Asda, and has the partnerships and clout to make a profit from a networked POS system, while CBS Outdoor controls sites across the London Underground and can convert them to electronic displays easily. This is all 'big fish' territory and matches that high end of the display printing market which aims to appeal to those same, enormous brands. It requires a set of management and logistics that only certain companies are able to provide.

However, there are lots of colourful and interesting shades between these two ends of the spectrum. Digital signage should work out how to sell to and unite with the sign and display market, which in turn needs to identify and target the opportunities for new applications. These could involve a combination of print, electronic signs and even other processes, such as engraving. Will digital signage challenge print? Yes, but it won't kill it; too many moving messages are distracting and there are too many interesting and unusual processes possible with printed output. Revisiting the original question, I think there is money to be made in digital signage – but it all depends on the right mix and the right sales channel.