Ask the Board – September 12, 2016 | RALPH SCHORBACH


Why do you think we’ve seen an increase in focusing on displays and hardware rather than concepts and communication?

The real challenge in digital signage is planning for today and tomorrow; how to plan for and on using a system that will communicate the correct message, focused on its targeted audience and foreseeing changes that it will grow into.  These are all decisions that will impact both the message and the hardware choices.  This is the time you need to create storyboards, data flow plans, layouts, interactivity, traffic flow and loads.  I believe the fascination and the sales pitch starts with hardware and the back-end just magically happens.  Use the hardware to captivate your audience and dream to the concept and communication.  Brainstorming on the concept piece will naturally allow this piece to grow to the point of success.  Your tact to change and improve is usually the hardware component – what is new and shiny. The concepts and communication can move from platform to platform.  Do not over-engineer. These processes will eventually merge to one final platform.

Hardware matters.  No matter how you look at it, people have an easier time with something they can touch, feel and compare. Unfortunately, concepts and communication require a lot more planning and forethought.  I’m not trying to diminish the requirement of hardware. It is still one of the most important aspects of the project with 4K, curved screen, screen sizes from small to huge, enclosures, design, lighting, environmental aspect, computers, interfaces, OLED/LED types and any other flavor that seems to be popping up, just to mention a few.

Currently the hardware has a bit more WOW than a concept sitting on your computer.  Until next month, enjoy your time basking in the sun with your hardware at your side…

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IT Manager

End User Council

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