Our digital signage news feed picked up an article this week about how Google Chrome has released a "kiosk" mode in its newest build. While allowing for a web browser to go into a full screen mode is not new, calling it "kiosk" mode should raise eyebrows. Similarly, using a web browser as a method for displaying digital signage content is also not a new idea. Just off the top of my head, I can think of several digital signage software applications who currently utilize kiosk or full screen mode as their method for displaying content. But, when differentiation between capabilities in a browser and a kiosk blur, you will have one of two reactions: either excitement for expansion or fear of competition.

Why the eyebrow raise?

The eyebrow raise should come from Google reference to a "kiosk mode" in what is generally known as a consumer software product. The industry has been abreast of the search giant's entrance into digital signage. I have written previously on Google's ability to utilize touchscreen kiosks for applications in digital media to promote their existing ad business. So, when Google starts calling their browser "kiosk" mode, they're not simply targeting its use to the consumer audience. Have you ever heard of anyone having a kiosk in their home? Google may have something up its sleeve here.

But before we make wild assumptions, which we as an industry are wont to do, let's give GOOG the benefit of the doubt. For instance, Google has been utterly notorious in their "preparation" for the future. They are in constant development in efforts to keep ahead of the technology rat race. Think about it, how long was Gmail in beta? I don't recall when the beta was dropped, but it was several years coming. With a forward thinking company like Google, you can't help but wonder where they are looking long-term they start using words like kiosk when describing software function and forms.

Content, Delivery, Connectivity

What does this mean for hardware and software companies? It will mean a continual erosion of margins. A computer, just about any computer (especially as they improve) could be used as a signage player. In addition, the software could be a simple scheduling tool implemented into a website played in full screen. Further still there is the ability of the player to house the content locally with a simple playback/scheduling device included.

If you let your imagination run a bit, there are a myriad of methods which would enable simple content playback through a web browser. Of course, such a simple application will most likely never take the place of enterprise software solutions, but it does cut in on margins for those seeking the specific sign niche. So where are the revenues to come from in the future? Simple. Content, content delivery, and connectivity.

Utilizing Content-as-a-Service and providing connectivity and content delivery options for digital media may be where the industry heads in ten years. The hardware and software powering your digital display may come from existing consumer sources (especially for the mainstream customers) and open source content creation/scheduling tools for display on the web may replace the enterprise version(s) of current builds. As I have said previously:

We could easily apply marketing to the mainSTREAM to a river. It works only when we look at what are customers want and how they are reacting to our offerings. In any event, we must be like a flowing body of water to our customers and follow the path of least resistance. Where are we receiving resistance from our customers? Is it usability? Is it the high price, brought on by our excessive start-up costs? When it comes to the customer, follow the mainstream. This does not necessarily mean the path of least resistance for your company, but it will mean making the purchase and acceptance process by a customer as easy as falling off a log. Make it easy for them and revenues will most assuredly increase.

As the industry moves away from separation from other software providing companies, differentiation for products and services will be key. And, once most--if not all--sign software apps can boast the same functionality, the only other regularly changing aspect of the display will be refreshing content.