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Personalized signage: the next digital revolution?

by david.nunes

Personalized signage: the next digital revolution?

Share your views on global standards that will pave the way to a new world of networked, interactive 2D and 3D displays

Geneva, 30 November 2011 – The arresting digital displays of Times Square, Piccadilly Circus and Shibuya are just a foretaste of a brave new world of cityscapes illuminated by interactive, dynamic and highly targeted signage, according to a new ITU-T Technology Watch Report, Digital signage: the right information in all the right places.

Advances in display technologies, declining manufacturing costs and a retail boom in emerging economies are all contributing to the rapid spread of large-scale high-definition display networks. But the proprietary nature of current digital signage solutions is restricting the integration of applications across different networks and vendors. Interoperable global standards will be crucial to the future development of this emerging market, unlocking enormous value not just for display system developers, retailers and newscasters, but for governments and the community at large.

Tomorrow’s dynamic signage can play a crucial civic role in areas like traffic management, public transport systems, safe crowd management at large events, control of people flows in public areas and private venues, and emergency response systems. But to do that effectively, standardized platforms will be crucial.

A two-day ITU Workshop on Digital Signage (13-14 December) in Tokyo, Japan, will explore this topic and examine concrete means to promote standardization work in the field. Remote participation is freely available and encouraged; simply enter the virtual meeting room at http://itu.adobeconnect.com/itudigitalsignage/. The meeting language will be English only.

Dr Hamadoun Touré, ITU Secretary-General: “The forecast three-fold growth in the market for these advanced signage technologies will undoubtedly be driven by better global standardization. Study Group 16 of our Telecommunication Standardization Bureau has taken an important first step by starting work on a Framework for Digital Signage Services. The resulting standard should be complete in the first half of 2012, and will give a significant boost to the digital signage industry.”

ITU’s Technology Watch Report defines digital signage as, “a network of digital displays that are centrally managed and addressable for targeted information, entertainment, merchandising and advertisement.” The report provides an analysis of today’s digital signage market, identifying trends and pointing to significant growth prospects in the near future.

The primary driver of new digital signage networks and applications is the ease with which content can be adapted to different circumstances and audiences. The report explores the extent to which this content adaption will develop alongside Remote Frequency Identification (RFID), Near-Field Communication (NFC) and biometric recognition software, suggesting digital signage could soon automatically adapt its content to the preferences and interests of its viewers.

The report also provides an overview of current digital signage platforms, their advantages over traditional signage media, and the technology’s exciting future of personalized interaction with the individuals it targets. It also reinforces they key role agreed global standards will play in facilitating the cost-effective, rapid expansion of the market.

For more information, please contact:

Toby Johnson
Senior Communications Officer,

T:+41 22 730 5877
M:+41 79 249 4868

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