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Digital signage is one of the most exciting and fastest growing segments of the commercial AV, IT, content creation, and marketing/advertising industries. It has far reaching implications and opens expansive new markets for systems designers, integrators, content creators, marketing/advertising companies and end users alike. From the obvious explosion of the retail signage market, to the unique applications for indoor venues such as corporate communication, education, healthcare, transportation, and way finding, digital signage cannot be ignored. In short, the opportunities within expanse of digital signage are immense.
The problem we face with this market, is that digital signage appears quite simple on the surface, but becomes a tangled web of interconnected and complex technologies that all act together in unison to produce the image we see on screen. The challenge this poses for the designers, installers, content creators, advertising/marketing people and service providers alike wanting to enter into this space, is one of immersion and full understanding of what it is really all about. Many companies have parts of the puzzle they may understand, be it displays networking, software, content etc… but few understand the whole picture of what digital signage requires. To truly succeed in this space, a company must understand all of the disparate parts that make up the entirety of a digital signage project, and understand how to properly sell or more correctly translate the value in those networks to the customer.
Industry leaders recognizing the need to provide a degree of clarity for those entering the digital signage business agreed that an impartial, agnostic, and vendor neutral training and certification program would provide a platform for continuing education and both personal and business growth for participants. The Digital Signage Certified Expert (DSCE) program was created to address this need. It begins with a market overview to assess the opportunities and growth available to those willing to grab the brass ring. The DSCE then introduces the 7 Key Elements of Digital Signage and takes each one of the elements and demonstrates how they relate to one another in each and every digital signage projects that are done. The 7 Key Elements of Digital Signage involve hardware, software, connectivity, content/advertising, operation, design, and last but not least business.
For digital signage and its practitioners to reach their full potential, we have to begin a paradigm shift and think outside of the box. In this regard the DSCE studies applications and shows where thinking outside of the box will serve the customers in a more profound manner than simply addressing the obvious. To support the process of discovery a fill in the blank needs analysis is provided that starts with understanding the real objective of the project and secondly how it will be judged as a success or failure by those paying the tab.
From this new found perspective the DSCE delves into the key elements beginning with hardware components. It is impossible to cover every brand, model, and vendor so the course provides a proven vendor selection process that will work across vendor types and lines for companies small, medium, or large.
Attention is then turned to networks where a concise introduction to networks will fill in those blanks on types of connectivity, such as wired, wireless, etc. and just as importantly what to look out for.
Software is another one of those often misunderstood areas. As in hardware the complexity is too much to cover in a basic course so the DSCE presents the different types of digital signage software and provides a software selection process that will help you make sense out of the 300 plus vendors currently on the market.
It is an industry axiom that content is king and to a certain extent it is. The installation may have the best hardware, software, and network in the world but if the content is not up to the task of communicating and realizing the objective of the digital signage network, then everything fails. The DSCE covers content evaluation, creation, partnering, and examples to start those creative juices flowing.
A digital signage fundamentals course must delve into business models and then return on investment and return on objectives. The DSCE introduces the four business models that are most prevalent today and then ROI and ROO are explored in terms of how to achieve financial success that can actually be measured.
The DSCE wraps up all of the information garnered heretofore and applies the new found knowledge to Selling Value in Digital Signage. Success in digital signage ultimately boils down to value and how to translate the value that a digital signage expert can bring to the table. The value of what you have to offer must be identified, quantified and translated into the value paradigm of the customer or end user. The process of translation involves due diligence and the application of the knowledge contained in the DSCE.
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This white paper is for informational purposes only and is subject to change without notice. C2G makes no guarantees, either expressed or implied, concerning the accuracy, completeness or reliability of the information found in this document.