Having a shared screen has become one of the most universal elements of modern workplaces and learning experiences. They are found in conference rooms, classrooms, lobbies, hallways, training spaces and virtually any area designed for collaboration. Yet, the infrastructure behind these screens is often inconsistent and fragmented. Many organizations still rely on separate systems for presenting, conferencing, digital signage and emergency communication, even when these systems operate side by side.
For AV integrators and consultants, this fragmentation represents one of the most important opportunities in the current market. As hybrid work expands, visitor access grows more common and device diversity increases, the need for unified and reliable shared screen experiences has never been greater.
From Wires and Adapters to True Device Diversity
Over the past decade, the landscape of meeting technology has changed dramatically. Wireless connectivity has improved, hybrid work has reshaped expectations for collaboration, and Bring Your Own Device (BYOD) has become the standard in most organizations. Users expect to walk into any room and begin sharing content or joining a meeting from whichever device they happen to carry.
Despite these shifts, many rooms are still built on old assumptions. One space may depend on cables and adapters, while another uses a proprietary wireless tool and a third relies on an entirely different conferencing setup. As a result, visitors are often unable to join meetings using their own laptops. Educators lose valuable minutes adjusting inputs or troubleshooting content that is not appearing on the display. Hybrid workers waste time navigating multiple interfaces or learning different room setups.
The number of screens has increased, but the consistency of the experience has not increased.
Why the Industry Remains Fragmented
This issue persists not because of a lack of technological progress, but because the industry hasn’t clearly defined a category for unified shared screen platforms. There are established markets for wireless presentation systems, videoconferencing platforms, digital signage CMSs and safety-alert tools. However, there is no single category designed to support the full range of tasks people perform with screens today.
Organizations often combine separate devices to cover these needs. This is similar to the state of the world before the introduction of the smartphone, but different because screens are shared devices which presents both challenges and opportunities.
One tool might be responsible for presentations, another for signage, another for conferencing, and yet another for safety alerts. Integrators are left to connect these parts, even though they were not designed to work together. The result is unnecessary complexity, higher costs, inconsistent room behavior and greater support burden.
A People-First Approach to System Design
A growing number of industry leaders recognize an essential truth: the screen is only a tool. The real focus is the person entering the room and the workflow they are trying to accomplish. Designing systems around technical categories rather than human behavior often leads to frustration.
In education, teachers need technology that allows them to start class without delay. In corporate environments, employees need flexible meeting systems that support hybrid participation without requiring special hardware or workflow knowledge. Spaces that host frequent visitors need solutions that work seamlessly across every personal device.
These expectations rarely align with legacy definitions like “presentation device” or “signage player.” They align with actions, such as sharing content, launching a call, displaying timely information or distributing urgent alerts.
As integrators shift toward human-centered design, the path becomes clearer: screens must function as part of a cohesive ecosystem, not as separate endpoints.
The Rise of the Unified Shared Screen Layer
The next major transformation in shared screen experiences will come from the underlying layer of intelligence that connects displays across an organization. Instead of functioning as isolated endpoints, screens will increasingly act as adaptive and assistive components of the room.
In a unified ecosystem, a display can adjust to the context of the space. It might automatically shift from signage to presentation mode when a meeting begins or immediately surface emergency information when needed. A screen in a classroom could recognize whether a teacher is preparing a lesson, showing content or hosting a discussion. Idle displays might default to organization-wide messaging without requiring manual intervention.
As more screens ship with built-in compute, the need for external hardware in many rooms will gradually decrease. This gives integrators more freedom to design flexible environments that revolve around software-driven intelligence rather than physical devices. The system becomes easier to scale, update and adapt over time.
Openness Will Define the Next Generation of Rooms
The diversity of personal devices in organizations will only continue to expand. Few environments run exclusively on one operating system, one hardware vendor or one conferencing platform. BYOD has accelerated this diversity, as well as made it more possible for people to choose the devices they want to use and hybrid work has made it unavoidable.
Integrators who build around closed ecosystems may deliver a smooth experience for certain users, but they will inevitably exclude others. Cross-platform openness is essential for long-term reliability and for maintaining user trust. Classrooms, meeting rooms and visitor-heavy spaces all benefit from solutions that work regardless of what device someone brings through the door — and in the future when they may not have to bring a device at all.
Openness and unification also reduce the support load on IT teams. When systems accept the diversity that already exists, troubleshooting decreases and user satisfaction rises.
The Emerging Category, Even if the Name Is Not Yet Set
Many of the industry’s traditional terms feel out of date. “Wireless presentation,” “digital signage” and “video conferencing” describe functions, not full experiences. The way people use screens today has evolved well beyond those definitions.
As organizations increasingly expect screens to support collaboration, communication, safety and awareness, a new, more holistic category is emerging. It represents a shift from purchasing separate tools to building unified shared screen experiences and environments. The terminology may still be in flux, but the need is already clear.
Shared Screen Experiences: A Pivotal Moment for Integrators
For AV professionals, the convergence of workflows around shared screens represents a significant opportunity. Clients want environments that feel consistent from room to room, that support everyone who walks in and that minimize ongoing support requirements. They are seeking clarity and simplification, not more devices or specialized components.
Integrators who design around unified workflows rather than isolated functions will lead the next phase of the market. Their rooms will be easier to use, more adaptable and more aligned with the expectations of hybrid workforces and digital-first learning environments.
The future of conference room connectivity will be defined by how smoothly people can share information, join conversations and stay informed across every space they use. That future is already taking shape, and integrators are in a unique position to help organizations make the transition.
Jonas Gyalokay is co-founder of Airtame.
