Easy does it


Digital signage software

is going for the simple

approach as a way of

catering to all types of

users. Rebecca Paddick

asks, as we become even more of a digital world, are user-friendly systems

still necessary?


As customer understanding of digital signage software grows, thanks to user-friendly programmes, people are starting to look for much more sophisticated products with wider capability.

“Companies are now investing in intelligent systems because it is ultimately taking the labour out of their digital signage network,” explains Jeff Collard, president of digital signage software provider Omnivex.

Moxie, the company’s primary product (main picture), is designed to make decisions about what content should be used and when it should be shown, based on real-time information.

“It takes a lot of the labour out of managing and operating a company’s digital signage,” says Collard, adding: “Moxie is one product that can do many things. It will respond to the local situation, so you can have the right tailored message to the right person at the most effective time. The ability to have a system that is very flexible and focused is really where we see the market going.”

Clever gimmick

Interactive digital signage not only provides ways for businesses to refine the message they provide to their customers, but it also allows them to collect information about interests and needs, helping to define better campaigns and more effective ways to present information.

Collard adds: “People are realising the importance of interactive now, and so we are seeing a rise in this. It is not just seen as a clever gimmick or an experiment anymore, and people’s expectations of what they can do with it have been raised.”

With interactive signage, the content on screen is responding to the local situation and current conditions. Intelligent systems can incorporate the interactive element, where you can then begin tailoring a message to a targeted audience, making the impact of the message that much more powerful.

Interactivity is a theme seen emerging throughout the digital market. Software developer Acquire Digital is currently developing more solutions using Kinect technology so that interactivity with digital displays can be achieved without touch.

“We see this as being a progression from touch-screen technology,” comments Acquire’s senior marketing executive, Sarah Allen.

“The main development or trend within the industry is to make digital screens and content more interactive, therefore making them more engaging to the user,” she adds.

Meeting demand

Cloud-based or internet-based solutions have also seen an increase in demand in the last few years, due to the shift towards more mobile working. Cloud-based products allows the flexibility of being able to remotely manage and update networks and digital signage content, as Allen explains: “We are seeing and a shift towards SaaS solutions, and so we have recently launched Signage2Go to meet this demand.”

The software has been specifically developed to allow users to update numerous displays using a web browser, and allows multiple logins as well as multi-level access, so that individuals work only on the areas that are applicable to them.

“Ease-of-use is extremely important, and so we developed Signage2Go to ensure that users weren’t deterred by using software,” Allen explains.

“We strongly believe that simplicity is key. There is a common misconception that managing digital networks is complicated and operated by complicated software. Signage2Go proves that this doesn’t have to be the case.”

Getting acquainted

Often, when people make the step towards going digital they are not always sure what they want, and now more than ever before budgets are extremely tight.

“A lot of our customers are starting off with something simple so they can get acquainted with things such as uploading content,” explains Janice Fairfield, marketing director of Fairfield Displays and Lighting.

She adds: “Once they have mastered that, they may want to upgrade a few months later, and instead of them having to throw away their media player, they can add a network solution to it. Everybody is looking for an economical route. This is a step in that direction, and customers like this idea.”

Fairfield has recently launched a new range of network solutions, including its most simplified package. Brightsign is supplied pre-loaded onto a small box that fits onto the back of a monitor. All that is needed to operate the system is a LAN or Wifi link and an electrical socket. The system is then accessed with a password from any computer.

Fairfield adds: “What makes this software package ideal for the sign trade is that you can upload still or video files instantly. The system is managed with a traffic light control panel, and it is easy to see if a screen is not working at any location.”

As this is a first level networking solution the image is full screen only, which in 90 percent of cases is all that is required, especially if this the first time a digital solution is being used.

Made simple

Farifield’s Signagelive solution is the big brother to Brightsign. The all-singing-all-dancing package allows spilt screens, tick-a-tape messages, and links to Sky news live, to name a few of its functions. Both packages have online support and training, with a response time during business hours within four minutes.

Fairfield packages the whole system with NEC screens, which are available from 22” up to 60”, and will install the service anywhere in the UK.

“Digital signage made simple is absolutely key,” says Fairfield, adding: “When time and money is scarce, people want something they know they can use and make it work for them.”

Spoilt for choice

The wide range of hardware available makes digital signage a suitable option for a number of sectors, particularly retail. Fairfield’s 24” Digital Media Player can be used in shop windows when it is part of a display, wall mounted or as part of a point-of-sale unit. The screen comes with its own free software package,which allows content to be scheduled, and it is possible to select the length of time each image appears on the screen.

The unit also comes as standard with a VGA and a HDMI port, which means that it can be connected to a network digital signage solution or to a PC. Fairfield adds: “This is a cost effective way to go from a media player to a full network solution.”

A range of hardware is also now taking centre stage, thanks to the vast choice of players available on the market. Continuing to attract attention are 2 x 2 and 4 x 4 video walls.

“We are seeing a real interest in what we call wow factor signage, these are the real spectacular screens often seen in retail outlet,” explains Damon Crowhurst, director of business development at Scala.

“But we are also seeing an interest at the opposite end of the scale. Small and close to the touch point digital photo frames right at the point of sale and other small-format screens are picking up a pace,” he continues.

The 42” wall mounted screen, has, in the past, proved a very popular idea, but software provider Scala is now seeing a move away from this.

“The impact of the 42” on the wall is not quite what it should be, it can get lost in a retail environment,” explains Damon, adding: “Customers are being driven to provide a more engaging experience for their audience. The large format video wall can draw the eye almost immediately, and the smaller scale products play on the interactive element.”

Tablet deployment

Another area to watch in the coming months is the scale of tablet deployment. By utilising the touch screen, a user is automatically drawn in to the display, and takes on the role of controlling content to an extent, making this type of kit a suitable starting point for interactive displays. But, the size and design of most makes their accessibility to a wider audience a problem, often only catering to one or two users at a time. A way of overcoming such obstacle is to use the Scala Fling. The software allows the user to ‘throw’ content from a tablet onto a larger screen by swiping the tablet content upwards.

Using one or multiple digital signage screens on the wall, and a product browser app on a tablet, the content that was playing on the tablet can either play immediately on the larger screen, or it could trigger a custom playlist. Fling is also a good example of how small and wide format can work together with the right software.

“Up until now, we have failed to showcase the creative potential of tablets,” says Crowhurst, adding: “We have seen a big response to Fling, particularly in the retail space, but this is just scratching the surface on what tablets can do for the industry.”

We are now seeing the creative use of tablets as passive signage displays and some outlets are even creating interesting multi-layered and faceted digital canvases using multiple wall mounted tablets.

“Shape is changing how retail use signage and tablets are further enabling this,” Crowhurst adds.

During the last few years, we have become much more comfortable receiving information from a screen. A digital display is no longer intimidating, but engaging, and continues to be integrated into everyday life. But however digital savvy we may feel, a user-friendly design is paramount when it comes to software. More intelligent systems with wider capabilities are constantly developing, but the ease-of-use aspect must remain present within each and every system.