Digital
signage is a medium used for streaming real-time information related
to travel, advertising campaigns, television programming, and other
kinds of promotional or informative digital content. In digital
signage, video or multimedia content is exhibited using a digital
screen such as a plasma display or LCD, which is connected to a
computer or a playback device.
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Typically,
digital signage consists of a combination of hardware components that
execute the delivery of content. These include devices such as
content management servers, media players, and display screens. The
number of such components used depends on the need of the digital
signage.
Declining
Prices of Display Devices to Positively Impact Digital Signage Market
The
global digital signage market is primarily driven by declining prices
of display devices, enhanced user experience, and expansion of
educational and government initiatives. Offerings of digital signage
systems such as the ability to frequently update content, gesture
recognition, image capture, and embedded touch screens make this an
outstanding communication medium in comparison to other customary
mediums of communication.
Digital
signage has widespread usage in private as well a public environments
such as retail stores, restaurants, airports, and corporate
buildings. In urban areas, the usage of digital signage is considered
trendy, which is favorable for creating a positive brand perception.
This is augmenting the use of digital signage in the retail sector,
which in turn is boosting growth of the global and China digital
signage industry.
However,
factors such as the need for high initial investments, lack of
standardization, and distraction caused by the displays, and power
failures that render the displays non-operational, are holding back
growth of this market. Nevertheless, newer technologies such as near
field communication and touch screens will lead the digital signage
market to gain momentum.
Asia
Pacific to Emerge as a Strong Regional Market in Future Years
By
geography, the digital signage market is broadly divided into North
America, Europe, Asia Pacific, and Rest of the World (RoW).
Currently, North America is the largest digital signage market due to
the popularity of technologically advanced communication mediums in
the U.S.The Asia Pacific regional market for digital signage is
divided into China and rest of Asia Pacific. In the coming years,
Asia Pacific will emerge as a lucrative market for digital signage
due to steady economic development in a few countries in this region.
Some
of the major companies operating in the digital signage market are
Cisco Systems Inc., Hewlett-Packard Company, NEC Display Solutions
Ltd., Omnivex Corporation, 3M Co., and Panasonic Corporation among
others.
Major
Segments of Digital Signage Market
The
various criteria based on which the digital signage market is divided
are: applications, display technologies, hardware type, and
geographic regions. By application, the digital signage market is
segmented into retail, health clubs, corporate shopping malls,
healthcare advertising, hospitality, airports, government, and
others.
On
the basis of hardware, the market is segmented into: display
technologies, distribution infrastructure, content management
servers, media players, and software. The segment of displays is
further segmented on the basis of their size into 19’, 32’ to
52’, 19’ to 32’, and above 52’.
On
the basis of display technologies, Plasma, LCD, LED, and projectors
are the various segments of the digital signage market. By type, the
market is segmented into outdoor displays, indoor displays, and
mobile displays. Further, indoor displays are divided on the basis of
location of usage such as healthcare facilities, hospital centers,
and entertainment facilities.
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