Geoffrey Bessin | Intuiface

Geoffrey Bessin, Chief Marketing Officer at Intuiface, describes in the invidis Annual Commentary 2022/2023 which digital signage trends influenced the past year and which will shape 2023.

Looking Back at 2022:

• The nature of stepping into the market is evolving
  Conferences are back but intersect with only a minority of opportunities. Covid has driven greater reliance on and confidence in online engagement. It became critical to pursue inbound marketing and user community engagement to educate the public on the outside of the Digital Signage walled garden.
• Using software to overcome hardware supply limits
  This past year was about how to do more with what you have. Orders for new hardware are often slow to fulfill, late to deliver – potentially in smaller batches than required. This instigated a reliance on existing, older hardware. The only solution was to squeeze more performance out of that hardware via device-optimized software.
• Emerging awareness of DS isolation from web and mobile channels
  A significant market focus, exemplified by the DXP industry, has been on creating content for customer-facing web and mobile channels via a unified solution. Unfortunately, these efforts have overlooked in-venue engagement – for example the world of digital signage – despite being an equally critical customer channel. That neglection has slowly started to change.

Looking Forward to 2023:

• Information security becomes a first-class citizen
  Digital signage has continued to be the rare industry that has skirted the IT requirement for certified information security protocols and practices. This neglection will finally change. Certifications like ISO 27001 and SOC2 become requirements; the absence of accreditation invalidates a DS vendor’s offering.
• Explicit convergence of DS platforms with DXPs and similar for web and mobile
  The ongoing unification of solutions targeting content creation and management for web and mobile will lead DS vendors – tired of waiting for the industry to catch up – to create their own integrations. The result is a headless approach to content management that spans all digital customer engagement channels
• Green signage turns to software
  Green signage is all about reducing power usage. Approaches include low-powered devices, reduced screen brightness, and keeping screens off after hours. Companies will recognize that, in all cases, software can enable or inhibit efforts to reduce power consumption. The result will be an insistence on DS solutions that maximize performance on any device, with the flexibility to accommodate any visual approach.
• Rising cost and scarcity of software developers inhibits innovation
  DS integrators are struggling to innovate as the supply of developers considerably lags demand. In other industries, this challenge is compensated by adopting no-code solutions that enable in-house creatives to innovate. The same approach will increasingly influence DS buyer decisions as well. Both enterprises and the agencies/integrators who serve them will need no-code platforms to help them add complexity and innovation despite the developer shortage.