DSS ISE provides global industry outlook

Barcelona | Finally, the big issues are back on the table: at DSS ISE 2022, invidis discussed current challenges and solutions with leading industry representatives. This years big topic of the show: digital signage is business critical.



The Digital Signage Summit at ISE 2022 brought leading suppliers together again in front of a full house after a two-year break due to the pandemic. Supply chain concerns, green signage, IT security, consolidation and new markets – these are the big issues facing the industry. Hosts Florian Rotberg and Stefan Schieker from invidis discussed the trends and challenges facing the digital signage industry in 2022 and beyond with leading digital signage providers. As usual, the invidis experts gave a detailed outlook on current market events with the most important figures in their keynote. In various expert panels, the focus was on exciting topics such as retail concepts of the future and disruptive technologies.

Digital signage is business critical

The DSS conference traditionally starts with the keynote, which summarises the most important aspects of the industry year. In the market update, Florian Rotberg and Stefan Schieker address the most pressing problems and classify current trends. Stefan Schieker summed up how the market is recovering after the two Corona years: “Economically, the pandemic is behind us, but we are still seeing the effects.” The after-effects can be seen in the retail industry: the hesitant buying behaviour of consumers inevitably affects the industry. Nevertheless, investments in new technologies are worthwhile. Digital signage is part of the solution, not the problem, Stefan Schieker continued. Judith Palmés Bosch from Accenture also knows that digital signage is essential for the retail experience: “Customers want more digitalisation. The challenge here is to act in a customer-oriented and at the same time economical way when investing in new technologies.

Sustainability is non-negotiable

For Florian Rotberg, the matter is clear: “Digital signage is not the greenest thing, but we should make it as sustainable as possible.” This is also what customers demand from their providers. According to the invidis experts, the most important factor for reducing the carbon footprint is to reduce the power consumption of the devices. In the expert panel “New Approaches to Digital Signage”, Stefan Schieker asked representatives of well-known integrators about their strategies for implementing sustainability. For Jonathan Wharrad of Mood Media, it is collaboration with experienced partners. Manlio Romanelli of M-Cube emphasises that integrators must work together with hardware manufacturers to extend the life of devices. Monika Lindquist of Visual Art sees integrators in a difficult position in the sustainability debate, as they always stand between the customers and the suppliers. According to Loek Wermenbol of First Impression, green signage must also become a matter of the heart for integrators, not just function as a marketing strategy.

The retail experience of the future

For Judith Palmés Bosch of Accenture, the expectations of B2B customers and retailers alike are clear: much more digital, hyper-personalised and sustainable. The new era of retail, she says, is “online merge offline” (OMO). In particular, the collection and analysis of data must happen in near real-time in the store of the future. Only in this way can digital signage become more target group-specific and even more relevant.

Technology that breaks conventions

Digital experiences require new technologies and interactions, if Ameria, Hypervsn and Intuiface have their way. Whether gesture control, 3D signage or device- and media-independent experience platforms: digital signage is already much more than just large-format displays.

Many new technologies beyond flat displays and LED are now available for digital signage and ripe for use in large projects. The impetus for development usually comes from the B2C market and must be adapted for B2B use.

Google is back in the digital signage market

In its second attempt, the search engine giant wants to do everything right. With Chrome OS, Google is bringing the Chrome OS platform, which is already used hundreds of millions of times in schools and universities, to the digital signage and kiosk market. Chrome OS is an extremely stable, secure and CPU resource-saving operating system. Unlike Android with its hundreds of different variants, Chrome OS is only available in one version developed and maintained by Google itself. For Digital CMS partners, the adaptation effort is therefore manageable.

Chrome OS is primarily not a hardware solution for Google, but a new secure B2B operating system. For the launch of Chrome OS for Digital Signage, Google is showing its own player at ISE to present the concept. Soon, manufacturers like HP will come onto the market with the first media players of their own. Alternatively, Chrome OS Flex can also run on older hardware – a kind of second-life and green signage approach.

The real innovations from Google are to be found “under the bonnet”. Chrome OS comes with more than 600 device management and security features that are supposed to make the operation of Chrome OS in large digital signage networks secure and easy. Google charges around 25 euros per year for this in the form of a subscription-based service. A manageable amount that integrators can charge their customers as a security-as-a-service.

At the DSS ISE, Raluca Monet from Google focused particularly on the security of Chrome OS. Chrome OS, which is based on the Linux operating system, offers sandboxing, automatic updates, verified booting, data encryption and a complete recovery of the operating system.

Google is particularly keen to address one concern: the data provided by Chrome OS can only be used by the integrator, Google does not gain any insight.