Why do you think we’ve seen an increase in focusing on displays and hardware rather than concepts and communication?
I think we see an increase in the focus on displays and hardware because they are tangible in nature, whereas concepts and communications are intangible. During the multiple stages of a project, the equipment is what is easily referenced, compared, selected and installed. In the concept phase, you explore what equipment and backbone is needed. You will also explore how it will be used, but often times, the decision makers focus on the equipment and its costs. This equipment must then be supported in the financial feasibility phase. Again, concepts and communications (and content) must be factored in at this point to make sure funds are available for the life cycle of the installation, but when crunching the numbers, the hardware and backbone often become the focus. Installation is similar in nature with a significant focus on managing the project while other efforts occur in the background to those who are working the install.