With the rapid emergence of some new and seemingly hardy digital forms of media, one question remains, "are they built to last?"

SMS Mobile Marketing

A recent study by Multimedia Intelligence found that "In 2008, 169,000 newly installed digital displays had Bluetooth, RFID, Wi-Fi or SMS capabilities or some combination of these four protocols." They also claim that by 2012 nearly 40% of digital signage displays will somehow will be integrated with mobile devices. That's an astounding number to me. I knew interactivity of some degree would be integrated across networks, but not to the extent they claim.

A study released several months ago by Physorg, compared the cost of sending an SMS text message with sending and receiving messages from the Hubble space telecsope. The conclusion: it is 4.4 times more expensive to send an SMS than it is to send and recieve messages from the Hubble telescope in outerspace. It was calculated that SMS messages run approximately $732.95 per MB. That's ridiculous! If people were in control, we would have it free. The only thing keeping SMS going is the cell-phone companies disallowing hacks. Otherwise, someone would have eliminated this nefarious rape of the American public.

Enter the G-Phone

Google, in their ever-reaching attempts to take over the world, has launched their open source cellular phone, powered by Android. This technology will help to revolutionize the way people communicate. A revolution that will, of course, include open source programming. In my mind, IM on open source phones will eventually replace SMS. Applications can be easily written that send messages through the WWW to an account other than a cellular phone account. Cell phone companies will either have to include it more cheaply in their plans or revert to some other form of pay per text.

Digital Signage

If, as the projections surmise, digital signage and mobile phones are to be quite comfortable bedfellows as technologies emerge and converge, it only makes sense that the demise of SMS will affect the digital signage market. I can see RFID technology becoming a much greater contending player in the integration of mobile technology and digital signage. Although some argue that RFID helps to further invade into consumer privacy, it also give consumers more of what they want to see--a titilating invitation wouldn't you say?

Adaptation the forte of emerging digital media. It's a "kill or be killed" mentality. And, in our digital natural selection wilderness, it will remain to be seen which digital mediums will emerge and be here to stay, or which will become the saber-toothed tigers of yesteryear. Perhaps my assumptive projections are nonsensical and SMS somehow finds a way to emerge and adapt to the future trends of communication and branding. If it neglects to adapt, it will die.

I hate the idea of a zero-sum game. In fact, it's completely incongruent with capitalistic ideals. The "I only win if you lose" scenario would have infuriated Adam Smith just as much as it does me. Regardless of how Mr. Smith or myself feel about zero-sum games, it would seem digital signage is smack dab in the middle of one. I'm not talking about rivalries between companies. I'm talking about rivalry between media distribution outlets. With the 40% + increase in online advertising don't you think their some thievery going down? It reminds me of the song, "Video Killed the Radio Star." Truly emerging media channels are murdering, raping, pillaging, and laying waste to traditional outlets.

Our digital signage news aggregator just picked up an article on Screenfeed. Screenfeed is a digital signage content provider that offers, according to the recent press release: 

“News in Pictures”...which combine high-definition photographs with the top news stories of the day, each and every day. The photo channels provide signage operators with a constant stream of fresh, visually stunning news content — without the bandwidth costs of video. 

"SPEED" Digital Signage Project Training Program Comes to The Digital Signage Show May 5 in Las Vegas

This event requires a seperate registration. Please click here to sign up!

Structures for Planning, Explanation, Excitement and Deployment Program in Digital Signage Project Definition, Design, Launch & Management 

This half-day Business Strategy Training Session takes attendees in-depth to understand all of the aspects of deploying digital signage.  Without a proper strategy and knowledge of the intricacies of successful deployments, failure looms.

Focused on improving the planning, launch, deployment and use of Digital Signage, the SPEED Training Program (Structures for Planning, Explanation, Excitement and Deployment) is a practical, accelerated "how to" program with take-away guides, structures and templates. It will get project champions, organizations, venues and suppliers "up to speed" quickly to accelerate digital signage project lifecycles and provide the solid planning foundation needed for digital signage project success.

SPEED is a can't miss opportunity to understand the complete picture in one shot that has been developed for everyone involved in the supply or use of Digital Signage.  The core half-day program is comprised of several modules that allow end users and suppliers of digital signage to understand how to:

• Identify opportunities, set your strategies, and better plan your objectives, timelines and budgets;
• Define key elements for deployment, growth and successful operations, as well as technology selection

This program requires a seperate registration. Please click here to sign up!

Lyle has published over 75 articles and was the principal author of "The new Madison Avenue Diet - The Strategy for Performance-Focused Dynamic Signage Content" published by Alchemy. His eBook titled the "Digital Signage Planning Guide," is in its 3^rd edition and is used around the world.

Lyle was the only individual named to the Digital Signage Forum's 2005 Digital Signage Top Ten List, listed among such corporations as Thomson, 3M, Clear Channel, Focus Media and others.   Information about Lyle can be found athttp://www.lylebunn.com/

"The Digital Signage Show distinguished itself by bringing high, high value in connecting end users and providers through information exchange, demonstration and relationship building."  Lyle Bunn, Principal & Strategy Architect, BUNN Co.

Our news feed picked this one up from Wired.com Carl Pisaturo, artist of Area 2881 walks you through how to make a 3D camera and a 3D viewer. This is just pretty cool, which is why I had to post it.

Whether online, out-of-home, or on the phone, companies are consistently seeking for a critical mass, or what is often referred to as the ethereal "tipping point." It's that somewhat undefinable space between traffic and conversions. And, with the way information is disseminated throughout the world via the unionizing hub known as the Internet, it is almost certain that if you are not on the web, business will not be business as usual. 

A recent article I posted outlines the shift in media focus from tv, radio, and print to digital signage, mobile, and the web. The post speaks about how shifts in media are occurring due to increases in viable metrics and ROI measurement tools. ROI measurement and reporting is key in understanding how to take a passive viewer/bystander and convert them into a paying customer. Because as we know when performance accountability is measured, performance increases. Thus, the media shift. 

Critical Mass

There is a point in the lifespan of every virus, epidemic, idea, website, and business called the "tipping point." Malcom Gladwell wrote an excellent book focusing on this phenomenon (It's a great piece. If you've not read it, I highly recommend doing so). This is the point where a former niche product reaches the masses wholly and quickly, much like a plague. Hundreds of websites are looking for "the next killer app." Have you ever visited KillerStartups? It's interesting to see the phenomenon in action: hundreds, if not thousands of companies trying to create the next viral social networking widget built for the masses.

Solid Business

I really like the conservative approach of men like Warren Buffet who seek value over virality. Companies with a solid customer base and solid financials to back it up should be most appealing. This is especially true if they are going to weather the current financial storm. 

Technology will continue to move regardless of our current situation. Moore's Law may yet hold firm, even in the face of a recession. My only concern is that technology has made business more impersonal. Without face-to-face interaction, we become assumptive, critical, and skeptical of our partners' and competitors' motives and plans. Text messaging and email does not exude the passion of a lively lunch meeting with potential client and/or partner. 

Personalize

Although gaining masses to your website will help in gleaning leads and potential buyers, those leads will not become lifetime customers without personalized contact. Critical mass followed by personalized contact equals business success. I am regularly sifting through live leads, dead leads, and current customers. I find a simple call to an existing customer does more for PR, virality, and WOM marketing then any press release ever submitted. Interestingly enough, this is somewhat missed in today's technology-driven business world.

Although AV and IT aren't unlikely bedfellows, their illegitimate love child is stirring the pot a bit. Digital signage is like the red-headed, illegitimate child of AV and IT, and he's growing up rapidly. In life, and especially in technology, the only constant is change. It seems lately the changes are becoming a bit more exponential. Technologies, markets, and companies themselves are having and/or making an impact in the digital signage arena. The little "digital signage misborn" is truly making an impact and we couldn't be more proud and happy for the potential that awaits. 

Where did digital signage come from anyway? It it purely an AV spin-off? Where does IT come into play? How much did the developers of the first flat screen LCD/plasma screens have to do with its conception?  

The Information Technology Department

When I think of an "IT department" Star Wars references always come to mind. One of our IT support guys recently created a Star Wars digital signage presentation, complete with a cosmic background. It made me laugh, partly because he did it for enjoyment only and partly because it was a stereotypical representation of typical IT. Information technology has increased leaps and bounds over the last several years. Streaming content is becoming more of a reality. The most recent Presidential Inauguration is a perfect example of this. 

The Audio Visual Reps

AV technicians, consultants and specialists have been some of the biggest proponents of digital signage over the last several years. In fact, many AV integrators have become some of the industry's greatest evangelists, pushing the education of this newer medium to mainstream businesses. Thank goodness for the AV reps.

One thing I have noticed is that AV reps have been a bit more reticent about changing to an IT based network rather than local broadcast network. In several instances, we've had houses of worship wanting to use one media player and piping their signals over a broadcast coax within the church. This seems a little backwards for a digital signage deployment, don't you think? 

Digital Display-mongers 

I can still remember the price tags hanging from plasma screens during the early days of flat screen: $6,000, $10,000, and even higher. No consumer, in their right mind (I hope I don't offend if you weren't in your right mind when you purchased one at that price), would purchase such a display, especially with no guarantee the screen would be devoid of "burn-in." Hence the spawn of digital signage. I mean, who else besides flashy businesses wanting to stay on the edge would purchase something with that high? 

The Unforeseen Child

Certainly digital out-of-home is related to both of its parents, right? However, digital signage has created the same problem many mechanics face today: convergence of two previously and somewhat separate technologies. Currently mechanics need to know electronics and mechanics in order to fix many of the newer automobiles. In the same way, audio-visual specialists also need to know how to support an IT network of digital displays. In addition to content creation and editing, they also must know how to properly manage the hardware and software associated with their display network--a task not typical of an integrator.