Global defense spending is entering a new era, driven by sustained geopolitical tensions, accelerated European rearmament, and a strong focus on digital, AI‑enabled, and dual‑use technologies. As armed forces modernize command structures and operational capabilities, visual systems have become mission‑critical infrastructure. From command‑and‑control centers to remote operations of drones, surveillance systems, and autonomous platforms, large‑format displays and real‑time visualization are no longer auxiliary tools -they are central to how defense organizations operate, decide, and respond.

In this fireside talk, Dr. Johannes Tröger and Florian Rotberg explore what this structural shift means for the digital signage industry. Drawing on insights from recent defense conferences and conversations with military advisors, Dr. Johannes Tröger outlines where real opportunities are emerging, which requirements differ fundamentally from commercial projects, and how signage vendors can responsibly approach defense and dual‑use markets. The discussion will separate hype from reality and offer a pragmatic view on how an industry rooted in retail and corporate communications can adapt to one of the fastest‑growing and most demanding sectors worldwide.