Why do you think we’ve seen an increase in focusing on displays and hardware rather than concepts and communication?
I see the increased focus on display technology coming from the design end when we are working on our stores and trying to find the right fit. There are lots of good options that have been coming out this year to be able to incorporate the displays into fixtures instead of just hanging a screen on a wall in the back of the store. Generally, when I am working with the store design team, we will meet and they will show me what their goal is for the design and then I will work on finding the right product for the fixture.
The focus on hardware has become important for running all the applications and content, which are continuously changing, as the displays are becoming more visible in public spaces. And, with the revenue made off of some of these displays, it is important that they are always playing back content. At some of our more visible locations, we install a complete back-up system that can easily be switched over to in order to limit any possible outages.