Advances in display technologies, declining manufacturing costs and a retail boom in emerging economies are all contributing to the rapid spread of large-scale high-definition display networks. But the proprietary nature of current digital signage solutions is restricting the integration of applications across different networks and vendors. Interoperable global standards will be crucial to the future development of this emerging market, unlocking enormous value not just for display system developers, retailers and newscasters, but for governments and the community at large.
Tomorrows dynamic signage can play a crucial civic role in areas like traffic management, public transport systems, safe crowd management at large events, control of people flows in public areas and private venues, and emergency response systems. But to do that effectively, standardized platforms will be crucial.
A two-day ITU Workshop on Digital Signage (13-14 December) in Tokyo, Japan, will explore this topic and examine concrete means to promote standardization work in the field.
Dr Hamadoun Tour, ITU Secretary-General: The forecast three-fold growth in the market for these advanced signage technologies will undoubtedly be driven by better global standardization. Study Group 16 of our Telecommunication Standardization Bureau has taken an important first step by starting work on a Framework for Digital Signage Services. The resulting standard should be complete in the first half of 2012, and will give a significant boost to the digital signage industry.
ITUs Technology Watch Report defines digital signage as, a network of digital displays that are centrally managed and addressable for targeted information, entertainment, merchandising and advertisement. The report provides an analysis of todays digital signage market, identifying trends and pointing to significant growth prospects in the near future.
The primary driver of new digital signage networks and applications is the ease with which content can be adapted to different circumstances and audiences. The report explores the extent to which this content adaption will develop alongside Remote Frequency Identification (RFID), Near-Field Communication (NFC) and biometric recognition software, suggesting digital signage could soon automatically adapt its content to the preferences and interests of its viewers.
The report also provides an overview of current digital signage platforms, their advantages over traditional signage media, and the technologys exciting future of personalized interaction with the individuals it targets. It also reinforces they key role agreed global standards will play in facilitating the cost-effective, rapid expansion of the market.