Archive for February 1, 2009
The Convergence of the Digital Signage and Kiosk Industries
I personally love all types of technology and media, and when these two factors combine effectively, it can indeed create a powerful medium of communication. Let’s not discuss what the potentials are in terms of digital signage and other out-of-home media in this sense, as if you are read this, it’s pretty much assumed that you know what the potentials are. Instead, I wanted to write about a topic of interactivity.
In early 2008, I ran into a company called Reactable (http://www.reactable.com/), which was the inspiration for this post.
Reactable Systems has been born with the aim of redefining what conventional Human-Computer Interaction means. Why do we have to speak with computers in the same way as 20 years ago? Our mission is to develop interaction technologies and leisure products focused on the developement of creativity and the transmission of culture and knowledge, with a special emphasis on musical creation
For anyone interested in technology or advances in how we are to Interact with media; I’m sure you’ve run into Reactable as well. The thing is, their system was initially designed to make music, and not for anything else really. But when I became aware of Reactable, I immediately saw the potential and application of their product in our industry. Their or similar technologies are already popping up online, in the movies, and conferences. Below is a video that will give a sense of this system.
No matter what type of digital out-of-home network; it is ultimately all about Engaging the audience. All the discussions about the importance of having unique, entertaining, and relevant content are definitely (and finally) going the right way these days. But what about “Interactivity” and the ability to access information, or immediate conversion of the messages’ goals? As I know it, most digital signage networks simply lack the Interactivity component, which in most part makes sense because they are supposed to serve as billboards. In the interactive sense, Kiosk companies have this model down.
So what if display capabilities of Digital Signage, and the interactivity of Kiosks converged?
Maybe we can see this simply as Kiosks with large displays, but I think there may be more than that. These days, there are lots of news about companies merging, and getting acquired (a topic I wish to visit in a later post). Most of these activities seems to revolve around digital signage networks getting bought out by another, or TV syndicates buying up these networks to either create another source of revenue or screens to reach audiences they are missing from the traditional way of broadcasting; rarely do you see a digital signage network merging with a kiosk company. Partnerships, yes; a pure merger of these two types of companies and technologies, not as much.
The last post certainly shows that the industry is starting to go this way. Natural Interaction (http://www.naturalinteraction.org/) is another example of how interaction with media and information is starting to gain momentum.
Does this mean that Signage and Kiosk companies will become hyper-competitive? Not at all… There will always be a place for both industries I think. On the signage side, once the large touch-screen displays become more viable in terms of costs, this will help bring that industry to the next evolution in technologies and creatives.
At the end of the day, the message is; there is a lot that the signage and kiosk industries can learn and benefit from each other and this is a call for both industries to look outside of their own industries, have a vision, and entertain the possibilities that can result from working closer together, whether they are partnerships or mergers.
The Realistic apex of both industries are quite near I believe, and the entity who can master the five concepts of Display Power, Network and Delivery Stability, Responsible Measurement, Content And Interactivity will likely be the ones to lead us to a brighter future and make our segment Undeniable.
