Ask the Board – June 17, 2019 | ANGIE NALEPKA

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“Which market segment is the one that is totally saturated with digital signage five years from now? (Is there a market where the gold rush is over and every new opportunity has been already taken?)”


Which markets will be totally saturated with digital signage five years from now? Most likely all of them.

Which market will have every new digital signage opportunity taken? None of them.

If we here in 2019 project today’s technology into 2024, most certainly there will be saturated markets. After all, how many large billboards, elevator signs or retail and guidance signs can there be? Surely, all of these markets will be saturated by today’s technology. This is small thinking.

The question of the “gold rush being over and every new opportunity taken…” sounds like the urban legend about closing the US patent office at the end of the 19th century because “everything that can be invented has already been invented.” We look at that now and laugh, but this is very much like the second question.

What about the visionaries? The dreamers? Let’s consider the innovators who are taking new approaches to digital signage by breaking the rules and creating new possibilities that will evolve the market.

Let’s look forward to the future and embrace solutions that we haven’t even imagined.

About Author

Senior Manager, Digital Experience & Creative
Rogers Communications

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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