On The Road With Digital Signage Today

Touch screens, augmented reality wow on Delta flights

Delta airlines has invested heavily in the digital experience for passengers, as I found on my recent trip to the Self Service Innovation Summit conference in Hollywood, Florida. From the Parallel Realities Experience to flat panel touch screens for every seat, I was pleasantly surprised by how much these touches improved my experience.

Image by Daniel Brown.

January 6, 2023 by Daniel Brown — Editor, Networld Media Group

I recently traveled to Hollywood, Florida, to the annual Self Service Innovation Summit (a Networld Media Group event). It was a busy, fun time, not least because I got some firsthand experience as an air traveler of the ways digital signage (or the lack of it) can make or break a customer experience.

On the positive side, as someone who has not flown in many years, I was blown away by the advancement of technology. Groggy from my 5 a.m. start for the airport (and sheepish over forgetting to leave my mini Swiss Army knife at home, which the security agents emphatically reminded me is not allowed!) I was desperately wishing I'd made time for caffeine. Luckily, digital signage and augmented reality came to the rescue, and finding my gate in Detroit was made exponentially easier by Delta's new Parallel Realities Experience, which the friendly attendant walked me through as I hastily explained my discomfiture as a traveling "noob," as the kids say.

Image by Daniel Brown.

"You just scan the QR code from your ticket or in the Delta app, and then you look up at the big screen," the agent explained cheerfully. "Then you can see your flight and gate info — you, and only you! I can't see it," she said as I looked up, goggle-eyed at the giant LED, which showed detailed information on my gate and flight. I'd heard rumors of directional displays that can use smart cameras to pick out the proper focal point so that only a targeted individual can see a given piece of information, but it was surreal to see it in action. Talk about interactive signage! I felt like I was living in the future! I also felt validated in my humble mission, as a niche tech journalist, to advocate for an optimistic approach to emerging technology, which (after all) is meant to make our lives easier, when it's done right.

(Thankfully, I was able to grab some photos of the Parallel Reality setup when I flew back to Detroit on a night flight, which meant far fewer people getting in the way of my shots!)

Image by Daniel Brown.

The other wonderful feature that grabbed my attention was the flat-panel LED touch-screen built into the back of every seat (which was assuredly not "a thing" when I last flew). Offering an assortment of entertainment, from movies and TV shows to games like chess and cards (or Spotify), along with real-time flight info like location and altitude, I almost passed on the features since I had done due diligence by downloading episodes of a few choice Netflix selections (Guillermo del Toro waits for no man!). I nearly wept when I realized that, fool that I was, I had not brought wireless earbuds — and my Samsung Galaxy phone had no audio jack. Delta's digital signage investment saved the day (and my 3.5-hour flight), as I was able to plug in and enjoy a few episodes of my beloved Schitt's Creek along with some Spotify tunes, thanks to the handy audio jack built into the screen (Delta also offered complementary earbuds to all passengers, though I luckily ended up not needing them).

Image by Daniel Brown.

I also spotted some creative digital signs while puttering through various terminals, though I only managed to snap shots of one:

Image by Daniel Brown.

Now, all was not sunshine and roses, as I noticed two areas where digital signage still lagged.

First, the gigantic parking structures lacked any digital signage that I could see, and it was very confusing for me to find the proper exits and tram waiting areas. I'm hoping that the industry leans into the power of digital and interactive more to make this part of the journey easier.

Second, I had a hard time when I landed in Florida (still wearing a woolen coat!), as there were no digital wayfinding signs to help me find my Lyft ride, and I found the old physical signs were confusing/misleading. Maybe I missed something, but after craning my neck for a sign from heaven, I found myself sprinting wildly across a terminal twice, subjecting innocent workers to the awful phantasm of a sweaty, luminescently pale couch potato wheezing and begging for directions, until I finally found the proper area. Luckily, my kindly driver not only pulled over when the heat overcame me, comforting me between dry-heaving, but he regaled me with tales in English and Spanish of his travels from Cuba through Europe before beginning his life as an American citizen. Still, I would have enjoyed the conversation a lot more if some simple digital signage had been available so I could find him easily!

In sum, some major players in the air transport industry are investing heavily in digital signage, including Delta, and I salute them for this timely investment (we also reported on MSP airport's astonishing digital makeover, and expectantly await an upcoming feature on that very project). Some players, including airports, seem to be lagging (whether from fear of cost or other causes, I can't say), which causes unfortunate and unnecessary customer angst.

About Daniel Brown

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Daniel Brown is the editor of Digital Signage Today, a contributing editor for Automation & Self-Service, and an accomplished writer and multimedia content producer with extensive experience covering technology and business. His work has appeared in a range of business and technology publications, including interviews with eminent business leaders, inventors and technologists. He has written extensively on AI and the integration of technology and business strategy with empathy and the human touch. Brown is the author of two novels and a podcaster. His previous experience includes IT work at an Ivy League research institution, education and business consulting, and retail sales and management.

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