ASK THE BOARD: Hot Button Issues

What is the most controversial issue in the digital signage industry right now and why?
This week’s question is answered by members of the DSE Advisory Board

Read the Answer by Jonathan Brawn

“Right now, I’m not sure about massively controversial, but here is my take: One of the issues I think may be somewhat controversial now, but will probably become more controversial in the future (and possibly sooner than many of us would like!) is the idea of relevance in the face of mobile devices.”
Principal – Brawn Consulting

Read the Answer by Lyle Bunn

“Channel conflict. As a range of suppliers battle for available business, three forces are conflicting. Original equipment manufacturers (OEM) of hardware, in particular, need their production lines to flow into market uptake.”
Advisor, Analyst, Educator – BUNN

Read the Answer by Pat Hellberg

“The most controversial issue, and the greatest challenge, is unchanged from last year, the year before and the year before that: Does digital signage work? Our industry is not alone in asking the question. According to the majority of recent research…”
Principal & Brand Consultant – The Preset Group

Read the Answer by Robert Killmeier

“In my humble opinion, the most potentially rewarding is the also the most controversial. “Viewer Identification,” in all of its forms, is that issue. The rewards for VI are bi-directional, first for the content provider playlists that are chosen based on the viewer’s interests…”
Founder & President – Computer Controlled Designs, LLC

Read the Answer by Margot Myers

“As digital signage end users search for better ways to personalize messaging to their target audiences, privacy issues have become a controversial issue. Where is the line between legal use of information and an invasion of privacy?”
Global Marketing & Communications – The Platt Retail Institute

Read the Answer by Jeff Porter

“After 25+ years of pitching “Content is King” at conferences, on white papers and in person, folks still don’t get it. DO NOT START WITH HARDWARE PROVIDERS as much as they have a huge sales force looking to sell you a shiny new screen.”
Founder & CEO – Porter Digital Signage

Read the Answer by Adrian Weidmann

“4K and 8K resolution … Why? Interactivity … Is it touching the screen? What is the experience and does it matter? Should QSRs put digital menu boards in their drive-thru when the price is right? Will it help sell more stuff?”
Founder & Principal – StoreStream Metrics, LLC

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