Commercial Integrator + Security Sales April 2024 - 20

CI
DIGITAL SIGNAGE/VIDEOWALLS
also notes a similar trajectory in the
performance/live events division. " From
meeting-room identification to wayfinding
and pre-event signage, " he adds, " our
event-staging clients are capitalizing on
a growing market for their internal and
external clients during live productions. "
Craig Frankenstein, director, digital
media practice, AVI Systems, attests to
similar market trends. He notes, " The
return-to-work strategy for corporate
enterprise has [piqued] interest in scheduling,
desk booking and DOOH [Digital
Out-of-Home] applications. " Frankenstein
adds that, although signage use cases
have changed across market segments,
the technology continues to " ...remain
relevant across all markets that we serve. "
Summing things up, Wargo proclaims
that the bellwether markets for signage
have been, and will continue to be,
retail, hospitality, transportation and
venues. " However, " he underscores,
" the one poised for the most growth
is venues, as in-person activities have
surged back after the pandemic. "
According to Wargo, given the proliferation
of displays across facilities
to enhance audience and attendee
experiences, venues will continue to be
the sweet spot for integrators both this
year and beyond.
Thinking about revenues derived
specifically from videowall
integration, how did your company's
revenue fare in 2023 vs. 2022?
Down more
than 10%
3.9%
Up more
than 20%
19.6%
17.6%
Up 11%
to 20%
Only
marginal
change
27.5%
Up 6% to 10%
29.4%
Down 6%
to 10%
2%
client wants to discuss videowalls/digital
signage is this: " What is the content? " He
points to an old adage, " Content is king, "
and adds that, if the client does not have
a solution, it is the integrator's responsibility
to provide the staff and knowledge
to guide the client to the right decision.
" Offering continuing support in a
managed-services model also helps keep
us engaged with the clients and opens the
doors for other opportunities within their
organization, " McKenzie says.
Chiming in, Whitesides proclaims that
it is " ...a good time to be a content creator,
as all these screens need compelling,
differentiating content in order to be
sustainable in the long run. " Thus, he
advises integrators to begin with content
and story, and then work back into
content delivery and the criterion for the
display. " Determining the content is an
Content as the Centerpiece
As we've seen in the past year, content
continues to be a central focus for most
digital signage/videowall installations.
Accordingly, all interviewees agree that
integrators should have content creation
as part of their service offerings.
According to McKenzie, the very first
question integrators should ask when a
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important first step, " Whitesides remarks.
" This can often impact the CMS [content
management system] and playout-device
selection. " Like McKenzie, he recommends
that integrators align with CMS providers
and standardize feature sets to truly bring
content to the forefront. " CMS can be good
recurring revenue and can be blended
with service programs, " Whitesides underscores.
" Additionally, [make sure] design
engineers have an increased role in these
projects to stretch the creativity. "
According to Frankenstein, the functions
of the CMS will help determine the
applications for integrators. He explains,
" As the CMS matures to meet the client's
demands, each of them will be able to
satisfy multiple use cases with just a
singular platform. " As a general principle,
Frankenstein encourages integrators to
leverage CMS platforms that align with
customer requirements.
Wargo turns the conversation to
the advantage of content-as-a-service
offerings, which, he says, allow " ...an
integrator [to] either invest in direct
resources to support or use partnerships
to augment their capabilities. " He adds
that, to keep digital-signage content
fresh and running, integrators should
provide " ...good backend systems to
handle the distribution - likely with a
cloud component. "
20 Commercial Integrator+Security Sales & Integration | April 2024
http://www.Absen.com

Commercial Integrator + Security Sales April 2024

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