Abstract
This report conducts a comprehensive analysis of the global digital signage
industry. It gauges the worldwide trends as well as potential of digital
signage usage while isolating its key growth drivers. Apart from applying the
PEST framework, our industry analysis also brings Porter' s Five Forces into
play to unravel the pull and pushes in this relatively nascent industry. In
addition to a detailed coverage on the industry supply chain, we also cover
the emerging strategic alliances as well as the advances in technology.
Evolving from scrolling message boards to remotely controlled networks,
digital signage has emerged as a compelling substitute to the conventional
signage industry. New strides in technology along with declining prices of
digital displays comprise the main catalysts that have spurred growth. 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 dynamic video, graphical and editorial content
across a large number of digital signage displays located virtually anywhere.
Retail signage is the fastest growing niche segment in this market. Here,
plasma displays generate the highest revenues for the digital signage
industry. But LCDs are now emerging as an alternative and their total share is
expected to be in the vicinity of 40% by 2009 against plasma' s 48%. Over the
five years till 2008, just one slice of the digital signage market-sales of
indoor and outdoor retail dynamic displays-will grow nearly 300%. The
fragmented digital signage industry is meanwhile consolidating to attain
critical mass.
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