How to make the most out of trade shows
With Integrated Systems Europe now in the rear-view mirror, our industry turns its collective attention to Digital Signage Expo later this month in Las Vegas.
The digital signage industry is made up mostly of perennial attendees at DSE. But every year there's a sizeable crop of first-time exhibitors — last year, of the 255 companies on the show floor, 74 were first-time exhibitors. If those numbers hold true this year, that means nearly three of every 10 exhibitors will be attending for their first time. These new exhibitors seem to fall into two camps: relatively unknown startup companies trying to get into the market, and well-known tech brands trying to make a sideways entry into the digital signage space. I'm particularly intrigued by the latter. Our market has grown far beyond its traditional signage roots and it's understandable that big companies will attempt to wedge their way into our market to make a quick buck.
You may recall a couple years ago Google made a big splash. Chromebooks in education were on the rise, and there was a lot of buzz about whether Google would replicate similar proliferation of Chromeboxes (a desktop version of the Chromebook) and disrupt the digital signage market. After all, the Chrome browser platform was familiar to developers, and customers were enticed by the Chromeboxes' low price-points. Ultimately these devices had very low penetration into the digital signage space as only one manufacturer produced a commercial version of the box. Long story short, Google made a short-lived attempt to take over the digital signage space.
If you're planning to visit DSE, or other events this year and you find yourself in discussion with some of the first-time exhibitors, make sure to ask about their pedigree —do they have roots in digital signage, or are they new to the space? And ask them about their plans. Are they dipping a toe in the water like Google did, or are they committed for the long haul? These are leading questions, and important topics to explore before investing further time or money with a company that’s new to this market. Digital signage deployments have extended roll-outs with long-tail service and support requirements. These extended roll-outs need to be comprised of technology that will remain relevant for years to come.
I always try to see things from the perspective of our customers. Whether those customers are distributors, integrators or end-users, they have a shared desire to invest in technology that's built specifically for digital signage implementation. And equally important, they want to source products with a long life, from companies that will be relevant and innovating in the digital signage space years from now.
Image via Istock.com.
Jeff Hastings BrightSign CEO Jeff Hastings joined BrightSign in August 2009 while it was still a division of Roku Inc. In late 2010 with digital signage activities growing so rapidly, BrightSign became a separate firm. The holder of eight U.S. patents, he also has a history of tech industry leadership, including as president of mp3 pioneer Rio. www