Why do you think we’ve seen an increase in focusing on displays and hardware rather than concepts and communication?
I think that display function and cost have become increasingly important as end-users plan digital signage in any environment. Assuring that you have hardware that is future proof, along with investment costs that make sense based on the need. It provides a quick method to evaluate the TCO, so that potential purchasers don’t get too far down creating the concept before you understand the investment. It’s kind of a chicken or egg topic though, because you need a solid concept for the signage before you invest in the hardware, but you don’t want to get too far into the concept that you’ve invested a bunch of labor for hardware costs that exceed expectations.