REVIEW DSS EUROPE 2019: EASY, NOT SIMPLE

Easy-to-use solutions continue to have their rightful place in the market. This was the conclusion of the ‘Simple Signage Panel’ at the Digital Signage Summit Europe 2019.

Moderated by invidis consulting Partner Stefan Schieker, the ‘Simple Signage Panel’ discussed ‘Commoditising Digital Signage – The Future of Simple Signage’. They tackled a number of issues including how simple solutions are currently being marketed, what characterises them and what the future holds for simple Digital Signage.

Schieker was joined on the podium by Andy W Bohli, CEO/Owner, Imaculix; Christoph Klaar, Samsung Electronics; David Keribin, Co-Founder & CEO, Cenario; and Vincent Encontre, COO, IntuiLab.

In essence, the panel discussed the need for signage solutions that are simple rather than simplistic. The speakers agreed that the art of Simple Signage is to omit some of the key functionalities. Ultimately, the goal is to make it easy for customers to be able to guarantee fast and secure use of Digital Signage systems to a wide spectrum of user groups.

Bohli and Keribin gave examples of ‘signage in a box’ solutions which employ their own simple computer systems. In addition to being easy to use, these solutions also present another crucial advantage to users: they are easy to install. Just connect a few cables (such as LAN, power), enter a numeric code, and the system is up and running.

Another form of simplicity can be found with the Samsung Flip, a product which the manufacturer has been successfully selling beyond the intended target groups. Christoph Klaar emphasised the good usability of the system, which has been decisive in ensuring that the solution is not only used in meeting room scenarios, but also as an advertising solution in retail.

Referencing Intuiface software, Vincent Encontre outlined that Simple Signage can also mean that the software is built onto the hardware in an almost Lego brick-like fashion. Again, the most important elements of setup can be put together without much programming knowledge on the part of the end user. Direct sales and the ecosystem approach ensure that there is no need for programming knowledge on the customer side. Ultimately, know-how is also made available by other participants in the digital ecosystem.