Digital: Signage is the new communication channel

January 30, 2020 | Bureau | Technology

Digital technology is changing the way we communicate. In this article, we talk of the changing dynamics in the business. By Indraneel Basu Majumder, Vertical Head – Hospitality Business, Information Display Division, LG Electronics.

Everything in our life is being digitalized. While the digitalization function merely meant the digital transformation of analogue information in the past, its definition has expanded gradually. In fact, every aspect of our life is saved digitally, and everything in everyday life is interconnected in a network. As a result, the worldwide information exchange came to a reality.

Among this process of digitalization, business has faced a new phase. As customers become more informed, companies have lost control over their relationship with the customers. On the other hand, more and more business stakeholders such as providers, partners, and employees have become more diverse and distributed, and as a result, they felt the need to maintain their relationships and to interact with one another.

One of the solutions that business has found for this challenge is Digital Signage. Digital Signage is a system installed as various forms in various places, including outdoor, shop, public and transit, in order to transmit information by connecting with network. In the past, digital signage was used to convey and advertise information. However, as the digitalization accelerates, its role as a communication channel is expanding due to the new needs of business. 

To meet the business needs of providing vivid viewing experiences in addition to simple delivery of information, high resolution technologies are applied to reproduce images more clearly, and products that enable images to flow so naturally that the viewers do not sense the transition between screens have been introduced. Display bezels are becoming thinner, and the use of high definition image displays is growing over time.

Few Key Needs by End Customers identified as “Clear Image, “User-friendliness”, “Durability”, “Convenient Maintenance”, “Cost Savings”, “Improved Brand Image”, “Flexibility of Installation/Management “ etc. By providing Unique solutions to address these core needs are boosting the Digital Signage Economy in India.

From specialized spaces including hospitality, broadcasting studios, airports, and control rooms as well as outdoor stadiums to corporate offices, lobbies, and flagship stores, any business that is seeking enhanced customer experience are adopting Digital Signage Solutions. Retail has transitioned from the focus on luxury brands to the universalization of fashion goods. Companies are also re-evaluating its reception/lobby oriented application as a component of the building and a substitute for projectors in board room / meeting room. The various use of Digital Signage in automobile sales channels will continue to increase in Improvement of store operation with data analytics.

Digital signage has become thinner, lighter, and more robust to adapt to the evolving customer environment, and is available in variety of forms. As a result, its role as a digital communication channel has expanded in various industries. LED Signage using LED modules has led these changes. The biggest reason why LED signage is attracting attention is the potential of various designs. It is bezel-less, light and expandable, so one can go beyond the traditional stereotyped size / design framework, from very large installations to curved screens. It can be tailored to the customer environment and the needs of users. It is especially useful for customers who are looking for uniqueness or specialty. For instance, a super wide display that surrounds stadium stands, an arched display designed for the arc-shaped shopping mall hallway, or a display that is hung down from the ceiling of the lobby are the examples of the innovation brought by LED Signage.

As technology matures and price tolerance increases, LED signage will meet the needs of businesses that maximize presentation experience and collaboration-based business performance with its superior image quality, colour reproduction and easy content sharing ability. With the development of technology, LED Signage market has grown at the annual average rate of at least 10%. Especially, due to the scale-based economy, price barriers are lowered and LEDs are becoming more popular in various industries. As a result, there has been a noticeable change in the vertical industry segment within the LED market. While the outdoor market such as stadiums consisted the majority of the market in the past, the share of indoor market has been gradually increasing.

In addition, Digital Signage will continue to lead the next-generation of communication by converging various IT technologies to develop digital participation. For instance, the sensor and data analytics technique extracts data and insight from signage users, and provides customized content through AI technology.

In the future, analyzing the facial expression of people in front of signage will be possible. Furthermore, collecting various kinds of data such as emotions and human statistics information using voice recognition will be possible as well. Since it shows the potentials for developing unlimited forms of advertisement, every business and market is paying attention to digital signage.