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HughesNet Promotes in Digital Signage
With the economy souring, the digital signage industry faces several challenges. HughesNet believes that digital signage has a benefit in solutions that can be used to reach more customers. The Marketing Director for HughesNet Digital Signage services, Tim Tang, claims that the economy can be a double-edged sword for all digital signage companies. He states, “In a difficult economy, we have seen some digital signage projects delayed. Digital signage projects are capital intensive programs, even in a good economy. He adds, “In today’s economy, retailers are forced to do more with less. However, retailers still need to engage with their customers and still need to promote their products. Digital signage may provide an effective method to engage with their consumers. Nonetheless, there will be speed bumps for new initiatives in these types of economic circumstances.”
President of Engii North America, Stuart Armstrong adds to this when he states, “I would say that the digital out-of-home environment is an emerging market and is now moving to its adolescent stage. It remains highly fragmented, however with any emerging market, as it matures, there is going to be a culling out of companies within the space. The economic situation as it is, is going to be a catalyst, and we are likely to see many supplier companies in this space pull back or even worse, go out of business if they do not have the capital resources or market momentum to sustain themselves during this period."
Agreeing with this viewpoint, the Director of Digital Media Systems at Cisco, Janice Litvinoff claims, “We are actually seeing digital signage becoming more important than ever in the current economy. Utilizing digital media for communication with both employees and customers, as well as deploying for revenue driving models, is key. Retailers are increasingly needing to reach customers with targeted messaging and offers to drive sales, create awareness and increase customer intimacy. The public sector is continuing to invest, and there are a lot of opportunities in education with major deployments in schools and universities."
Tang of HughesNet believes that this is a “huge opportunity” for satellite because “Digital media solutions require a great deal of bandwidth. We have worked with several large enterprises who have attempted to distribute high-quality multimedia content through a terrestrial network. This is a difficult and challenging task. The idea of point-to-point distribution with large amounts of content simply does not scale, particularly with large networks. Multicast distribution via satellite is the ideal solution to distribute multimedia content to a large number of locations."