Digital signage 'about communication, not technology'

CRN: As many VARs know very well, digital signage is not as simple as sticking a large screen in the middle of a lobby or airport. Along with understanding the technology, solution providers deploying digital signage networks need to be familiar with the nontechnical aspects of the solution, such as content and sign placement, even consumer behavior.

"Ultimately, digital signage is not about technology. It's about communication," said Jeffrey Dowell, sales manager at 3M Digital Signage, Bainbridge Island, Wash.

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