A sign of the times

What’s in it for me?

Andrew Shearer, product manager at NEC, said the vendor has been involved in digital signage for the past four years. Shearer said that while it has been relatively slow to catch on, the digital signage market has been growing consistently.

“It’s almost exploding now, with a lot of businesses looking at implementing a digital signage solution,” he said. “We have actually put a lot resources into our business and commercial area and we are doing the opposite for commercial applications products.”

Shearer claimed digital signage is more than just one product. “It’s a total solution which includes monitors, digital signage players and software controlling content creation, managed and hosted services. This gives resellers an opportunity to resell all their components from the integration of the package to maintenance of the products.”

Vendors such as Panasonic are also looking towards digital signage as a viable market for its channel partners.

Mark Deere-Jones, group manager of the AV/IT Business Systems Group at Panasonic Australia, believes the adoption of digital signage is part of a growing trend by retailers as they recognise the benefits of an efficient and cost- effective medium.

“The deployment of digital signage in a variety of commercial environments has created a whole new line of business,” he said. “Retailers, technology vendors, content providers and brand owners are working together to create a new promotional landscape in retail environments, public arenas, sports stadiums, transport concourses and office spaces, using digital signage.”

According to Deere-Jones, Panasonic has received a number of responses from the retail industry that digital signage is exceeding their expectations.

“Advertisers are also recognising that digital signage is now an essential component of the marketing mix,” he said.

“Australian retailers are aware of what a digital signage solution is and we believe more than 80 percent have seen or researched the technology.”

Deere-Jones told CRN that other areas of potential growth would include clubs and pubs, real estate and hospitality.

He claimed both AV (audio visual) and IT resellers need to understand the benefits of a properly managed digital signage system. Potential Panasonic partners must also be able to explain the positive impact such a system can have on sales and productivity.

“If a reseller wants to get into digital signage they must start to understand and address the real needs of the customer, and do a better job in educating the customer and partners in seeing the value of digital service,”
he said. “They must also have skills in displays, software, controllers, networking and content management.”

“With a total package such as an effective and complete solution, there is less emphasis on price and more about the quality of service and ROI that can be delivered.”

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