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How Advances in Interactive Digital Signage Displays Are Changing Solution-Provider Strategies

July 21, 2017

How Advances in Interactive Digital Signage Displays Are Changing Solution-Provider Strategies

According to a 2015 study, the interactive display market is expected to grow at a compound annual rate of 12 percent over the next five years, reaching $14.96 billion by 2020, with the expectation that the market will become dominated by interactive applications.

In order to keep up with this rapid rate of change, solution providers should be constantly reevaluating strategies for recommending, selling and configuring digital signage solutions that take into account the seemingly unrelenting demand for interactivity.

Consider how these advances in interactive digital signage displays might drive changes in your strategies for delivering turnkey solutions to your customers.

Display resolution drives placement strategy

The increased resolution that comes with a 4K display brings added cost, not only for the screen itself but for content development, increased storage needs and higher bandwidth requirements, which can add to the costs of a digital signage deployment.

But there’s also an upside to the types of applications that can benefit from 4K, including wall-mounted or in-store displays where viewers are only a few feet away from the screen. If your intention is to display content on a large screen where the viewer may stand 10 feet or more from the display, then a standard 2K HD display may work fine. But if space is at a premium, or when viewers will engage interactive displays close up, then a 4K display might be worth it for that type of engagement.

Likewise, the curved screens and high-end interactive OLED displays will greatly affect the placement strategy (if not the entire installation) that you recommend to your customers, simply based on the type of content they deliver, which usually has some sort of highly creative edge to it.

One need only look around to see that the rapid rise of smartphones and tablets has trained consumers to expect to be able to touch the screens they encounter every day and expect some sort of positive outcome whether shopping for clothes or checking in at the airport.

For solution providers, this pivotal change in how consumers expect to receive digital information relevant to their specific needs is helping spark fundamental changes in how content is delivered and the kind of digital signage solutions you recommend.

Rebirth of the kiosk

Before the digital age, kiosks often took the form of small stores embedded in larger structures, like an office building, where they sold things like newspapers, candy and soda.

Today, kiosks have not only gone digital, but they’re also being designed in attractive architectural forms that complement the environment where they are placed. In the retail vertical in particular, use of interactive kiosks placed in space-constrained locations is becoming more popular with customers, who can flip through a virtual catalog, for example, and place an order for home delivery or to another store.

The strategic takeaway for solution providers is that knowing the capabilities and functions of today’s interactive kiosks could open up new opportunities to sell to customers, like retailers, that are increasingly adopting omnichannel sales strategies that rely on digital signage technologies like kiosks to provide integrated customer experiences as part of the overall sales funnel.

Mobile and proximity-based interactive technologies

Technologies that enable consumers to scan barcodes on a product that prompts a digital sign to display more information about it; QR codes that take a user to a particular website; and radio-frequency identification, which works via a radio-frequency tag that elicits a response from the interactive screen within a certain distance are examples of mobile platforms that solution providers will have to be ready to integrate into their sales strategies.

A host of other mobile integration technologies are under development, with many leveraging Bluetooth or similar technology in order to deliver content to or accept a payment from a user’s smartphone.

One of the most important things to remember when formulating strategies to offer your customers is if the adoption of a new interactive signage technology is driven by a problem the technology will address, as opposed to being driven by the technology itself.  

Knowing the difference will ensure your customers get the most out of your digital signage solutions.