dZine, the digital-signage unit of Barco, expects a busy Screenmedia Expo with interest in its systems coming from a variety of sectors.
Said UK sales director Adam Wilson: "Retail is growing rapidly with more and more large-scale projects throughout Europe. We believe this is due to the ability to monitor and record customer engagement to the displays. With the use of camera-recognition systems and interactive systems it is easier than ever before to prove whether customers are viewing or using the digital system. Thanks to this, more and more brands are willing to pay for a digital campaign."
The company’s other main vertical markets – transport, higher education, corporate, and conferences/stadia – are also continuing to grow, according to Wilson, although customers are spending longer on proof-of-concept and trial phases before committing to full rollouts.
And there’s also ever-widening variety in the specifications of the systems that end users desire. Most of dZine’s customers now ask for interactivity of some kind, said Wilson, and like most in the sector he expects integration between digital signage and smartphones to be the major theme of 2011.
"We are seeing much more demand for large video walls and synchronised content," Wilson added. "Standard installations with one 16:9 landscape screen seem to be almost a thing of the past – customers are wanting more, and to create more of a wow factor. But we are also seeing an uplift in sales for our smaller, embedded screens. Our seven-, 15- and 19-inch screens with built-in dZine engine are being used more and more, for targeted point of sale, way-finding and for room-booking systems."