Digital Signage Market: Global Perspective : This report attempts to gauge the potential of digital signage industry and identify its key growth drivers. Apart from a PEST analysis conducted against the backdrop of emerging market trends, it also uses the Porter framework to take an in-depth look at the pulls and pushes for this relatively nascent industry.
Executive Summary
Digital signage enables a business to effectively communicate with the customer by providing prominent, timely and cost-effective customized messages. Its role in information, advertising and entertainment is being recognized by more and more retailers. New strides in technology along with declining prices of digital displays have been the major factors that have driven the growth of the digital signage market. The advent of large-scale dynamic signage networks powered by the converging technologies of computing and broadcasting allows retailers, government agencies, marketing and entertainment companies, and many other organizations to cost-effectively ‘narrowcast’
Retail signage is the fastest growing niche segment in this market and it has become a critical tool for marketing of brands and retail the world over. Here, plasma displays generate the highest revenues for the digital signage industry, accounting for about 60% of the total retail sector revenue share in 2004. But LCDs are now emerging as an alternative and their total share is expected to be in the vicinity of xx% by 2009 against plasma’s xx%.
The next 5-10 years will see street furniture advertising grow exponentially. Also, the advent of large-screen LCDs opens up the electronic signage marketplace to value-added resellers (VARs). Over the five years from 2003 to 2008, just one slice of the digital signage market--sales of indoor and outdoor retail dynamic displays--will grow nearly xx%
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