Integrators and their customers should not start with the budget process in the beginning of planning a digital signage network. There should a thorough discussion—even argument and debate—about the objectives of the system. These should be articulated clearly and then once the roadmap has been created, budgets can be considered.
It’s critical that integrators help their customers grasp the tradeoff of performance and price when discussing the desired outcome.
What should integrators look for in terms of digital signage content management solutions?
The digital signage content management software (CMS) should be cloud-based. A cloud hosted CMS requires very little infrastructure from the software provider. This means the TCO (total cost of ownership) is lower, and the provider can pass the savings on to clients.
A cloud hosted CMS is also scalable—the digital signage media players can be located anywhere in the world and run off the same centralized network provided they have an internet connection. Media players can be online in multiple continents on the same day. This type of CMS can also be accessed from anywhere—all that is needed is an internet-enabled computer. This makes remote management easy, and the integrator is not confined to one location in order to manage his/her clients’ accounts.
Content IS king, so a CMS with dynamic content capabilities would be ideal. I’m talking digital signage content widgets and apps like social media (Vimeo, Flickr, Picassa, Facebook, Twitter, Pinterest, Instagram, YouTube), RSS/MRSS feeds, HTML scripts, scrolling text, calendar, live web-URL, QR code, traffic, weather, event listings, Google Docs etc. These widgets automate the ‘gathering’ and delivery of content to screens, and take out some of the content production effort that’s required.
Reporting is also an important feature that a CMS should have. Auto-generated reports include user access, playback log, bandwidth usage, updates/activity reports etc. They are a great accountability and transparency tool when the integrator shares them with his/her clients. The integrator can also use them to monitor the network, and make adjustments as seen fit.
Should integrators be in the content creation business when it comes to digital signage and video walls? In general, who should content creation be addressed?
The concept of digital signage is built upon the coming together of technology and content. These two components are rarely provided by the same team. In a company, the communication-hungry marketing team would be responsible for content while the IT team oversees the technology.
Commercial integrators fall under the IT umbrella. Their strength is technical skills and not communication. For this reason, integrators should let their customers or a content creation company handle content.
Can you explain exactly where you see integrators leveragingincreased revenue through digital signage?
A growing trend among businesses, especially in the foodservice, retail, hospitality, healthcare and corporate communication industries, is their preference to focus on their core business operations, and outsource things like their digital signage solutions to professionals. This approach gives them one point of accountability to help network design, content production, installation, custom integration, managed services and ongoing support.
We think of traditional sign providers as a subcategory of integrators. They are perhaps best positioned to increase their revenue by adding digital signage to their portfolio. They already have the customer base, and they also have a unique understanding of the elements of effective information display, without relying on the medium as an attention-getter. All they need to do is introduce their existing clients to this “new and improved” digital alternative.
POS system sales can also reap great benefits from digital signage. Retail relies heavily on their point of sale systems, and POS providers are in a prime position to introduce dynamic signage to a market made for customer-oriented communication. Complementing a POS system with a digital display network offers customers added value or even a whole new experience.
By nature, digital signage is meant to be seen and heard. As a provider of A/V components and services, completing the product package by adding digital solutions is an effective way to help customers optimize and achieve their goals.
Much like A/V providers, IT Managed Service providers can expand their services to include the management of a digital signage network. They are in a great position to offer a one-stop-shop for all IT related services, which will appeal to clients who are looking for one point of accountability instead of dealing with multiple.
Web designers have great skills in creating killer websites that engage clients. They understand the concepts of color, balance and proportion, flow and spacing. They can take this same skill and use it to create digital signage content. Since they’re already familiar with the work on the website, they can replicate it on the digital signage content to maintain brand consistency.
Mike Kilian is the Director of Business Development at Mvix, a Virginia-based digital signage company providing end-to-end digital signage solutions that include a free cloud-based CMS. A Digital Signage Certified Expert (DSCE), Mike has mastered the formula for the successful design, deployment, and ROI for digital signage rollouts. He has over 5 years of experience in digital technologies for engaging communications, and as a millennial, he provides a unique perspective to the digital signage world.
Mike’s successes include hosting a quarterly digital signage workshop for partners and VARs in the DMV region. A relentless overachiever, he is also able to bake five-minute brownie mix in just under three minutes. Mike is a proud Virginia Tech alumnus, and maintains active involvement in both alumni community and industry associations.
