"We will grow to more than 100 million euros in 2023"

Spanish digital signage integrator Trison is Europe’s leading pure-play provider and plans to break the €100 million revenue barrier for the first time in 2023. As retail digital signage experts, Trison grew into a global provider together with its main client Inditex. Today, Trison has many well-known global customers in a wide range of industries. invidis spoke exclusively with CEO Alberto Cáceres before ISE.

Trison reports another record year in the invidis interview shortly before ISE. The Spanish digital signage integrator was able to grow sales by around 40 percent to more than 80 million euros. „The year went extremely well for Trison,“ says CEO Alberto Cáceres, who joined the invidis interview from the new Trison Digital Experience Showroom in Madrid.

Historically, Trison has been strongly focused on retail – since its founding, its biggest customer has been the Spanish fast-fashion chain Inditex, which includes Zara and Massimo Dutti, among others. Accordingly, the expectations for 2022 were cautious. „But the great increase in demand in 2022 for digital signage solutions in retail surprised us. Even in the current year, demand continues to be strong,“ describes Alberto Cáceres.

Half of retail projects already business critical

In an internal analysis – initiated by the current invidis yearbook –, Trison, together with customers, analysed all retail projects for their business relevance. The surprising result: already more than half of the current touchpoint concepts in retail are business critical. These include elaborate wayguiding concepts as well as presence sensors in changing rooms. For Trison, the business-critical solutions prove to be a sales booster.

Automotive overtakes retail as most important sector in 2023

Last year, Trison won the tender for a multi-year pan-European rollout for a high-volume automotive manufacturer. In terms of revenue, the budget win will be reflected in the balance sheet for the first time this year. Together with existing automotive rollouts such as Porsche (worldwide), Trison revenue from automotive customers will exceed retail for the first time in 2023.

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On the road worldwide

Trison’s biggest growth in 2022 was in the Middle East. Retailers, shopping centre operators, automotive dealers and others are looking for unique and large-scale wow solutions in the region. Trison it particularly well positioned here, according to Alberto Caceres, with its creative agency Trison Necsum. From artistic conception and technical design to operation and content creation, Trison offers everything from a single source:

In 2022, only 9 per cent of Trison’s turnover was generated in its Spanish home market. More than 60 per cent of customers are global accounts, often looking for one-stop digital signage solutions on all continents. Trison considers itself very well positioned thanks to a truly global network. For example, the 318-strong digital signage solutions team was responsible for five luxury mall projects in Latin America, but Trison solutions are also in demand in China.

Next market: Corporate

After retail and automotive, Trison is now also focusing on corporate and enterprise installations. LED and displays in offices are a growth market that Trison is now addressing more intensively. But the technical requirements and competitors are different from those in retail or automotive. „In tenders, we meet completely different competitors – often IT integrators,“ says the Trison CEO. „But we see ourselves as digital signage specialists and can provide holistic advice in corporate. That goes down well with customers.“

Market consolidation is necessary

Trison has acquired digital signage providers in major European markets in recent years. With TMM in France, Beaver in the UK and Necsum in Spain, Trison has become a pan-European player. All teams were integrated quickly and without much friction. And Trison wants to continue to play an important role in the consolidation process. Since the summer, Trison’s investors have been reviewing strategic options for the future with the help of an investment bank.