Ask the Board – June 17, 2019 | JIM RILEY

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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?)”


My focus for this question regarding market segmentation is centered on the segmentation of product type and by application. Digital signage product types include billboards, video walls, kiosks, menu boards, concourse signs, etc.  Among others, these product types are utilized in such popular applications as sports and entertainment, retail, transportation and banking sectors. Honestly, I don’t see a situation in the next five to 10 years where digital signage will be totally saturated in any of the market segments. I feel strongly that due to technological advances, the increasing demand for digital signage within popular applications, overall costs, creative messaging and ever-present marketing competition for consumer spend will force continued market segment growth and not total saturation.  Organizations realize that technology is constantly changing and there is a need to invest in the latest and greatest digital signage products. Continued improvement in resolution, reduction in hardware costs and availability of newer interactive components all create an opportunity for growth – both for an organization to remain competitive and for growth in the digital signage industry as a whole.

About Author

Director of Marketing
Columbus Blue Jackets

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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