发布时间：2007.7

摘要

This report studies the Digital Signage Market with a global perspective. It examines the Digital Signage technology and captures the evolution of Digital Signage, market trends, growth drivers and benefits of the technology. Apart from PEST analysis and Porter’s Five Forces Analysis, the report identifies the markets where the technology is being used. It also gives a brief profile of some major players including PRN Corporation, Convergent Media Systems, Barco NV, Clarity Visual Systems and Cotco International. It further talks about launch of recent Digital Signage products & POS application software. An overview of strategic alliances in Digital Media Content is provided. Opportunities for future growth of the industry are also detailed. The report concludes with an analysis of the market barriers.

目录及图表

1. Global Digital Signage Industry

1.1 Digital Signage: An introduction

 Components of a Digital Signage system (DSS)
 Communication flow in the Digital Signage system
 Industry Segmentation into
• Retail Signage/Billboard
• Indoor Venues
• Rental/Staging
• Outdoor events
• Education
• Transportation
• Control Room/Simulation
• Conference Room
• Financial Exchange

1.2 Market Overview (Refer to Figure 1.2, 1.3 & 1.4 in Appendix)

1.3 Market Trends

Digital Signage becoming a critical tool for marketers and retailers
 Integration of software and networking infrastructure through acquisitions & joint ventures
Growth of sign technology

1.4 Factors Driving the Market

Growth in Retail Signage
 Rapid product revisions
 Declining prices of LCD & PDP TVs and displays
 Increasing competition among retailers
 Growth in sales of companies

1.5 Benefits of Digital Signage

 Effective message communication
 Enables flexibility of incorporating changing market developments
 Enables control & monitoring of content
 Enables improved customer service and productivity of store personnel
 Provides cost savings
 Provides profit opportunities

1.6 Market Size & Forecast (Refer to figures 1.6, 1.7, 1.8 & 1.9 in Appendix)

1.7 PEST Analysis

1.7.1 Political Factors
 Restriction on mobile signs in a few countries

1.7.2 Economic Factors
 Recovering economy expected tlead tgrowth in industry
 Increase in advertising expenditure

1.7.3 Social Factors
 Impulse buying driven by Digital Signage systems
 Provides an alternative ttraditional media formats

1.7.4 Technological Factors
 Improvement in hardware technology,
 Software--ASP Technology used in digital signage
 Increased interactivity through touch screens

2. Digital Signage Markets

Digital signage is being used in the following businesses
2.1 Retail
2.2 Hospitality
2.3 Health Clubs
2.4 Restaurants & Sports Bars
2.5 Airports
2.6 Shopping Malls
2.7 Corporate
2.8 Advertising
2.9 Healthcare
2.10 Government
2.11 Museums/Research Centers

3. Porter’s Five Forces Analysis

Analysis of the global Digital Signage industry with the ‘Five Forces’ framework
3.1 Bargaining Power of Buyers/Customers
 Retailers entering into media partnerships
 Backward integration by retailers

3.2 Bargaining Power of Suppliers
 Dominance of Plasma Display Manufacturers
 Alternative technologies leading to increasing competition
 More options in the supply chain

3.3 Rivalry among Competitors
 Acquisitions rampant in the market
 Increasing competition in high-end segment

3.4 Threat of New Entrants
 Low-cost attracts new players
 Need for strategic alliances deters entrants

3.5 Threat of Substitutes
 Other Media Formats

4. Supply Chain of Digital Point of Sales: Major Players

 PRN Corporation
• Founded in 1992, it is the largest in-store television network in the US
• Acquired by Thomson and is a part of Thomson’s Network Operations Services business unit in the services division

 Convergent Media Systems
• Provides broadband platforms and services, and delivers video-powered communications
• Major clients include AT&T Wireless, Bank of America, Eli Lilly, Unisys

 Barco NV
• Provides display and visualization solutions for business-to-business (B2B) market
• Major clients include Merrill Lynch, Fuji TV, Quiksilver, BMW, Deutsche Telekom

 Clarity Visual Systems
• Provides large-scale display systems; serves retail stores, banks, aviation industry and others
• Has worldwide clients such as Australian Stock Exchange, Beijing International Airport, General Motors Corporation, and others

 Cotco International
• Founded in 1982; manufactures LED products and technology for lamps, modules, displays and other applications

5. Recent Digital Signage Products

360° Outdoor Video Display
 CAT5 UTP Video Splitter
 DS Vision 3000
 Flasma
 Electronic Paper
 AxisTV
 Wireless Signage
 Single-Sheet Holographic Free-Space Projection Screen
 Onyx Permanently Tensioned Projection Screen

6. POS Application Software

6.1 Compliance Mandates and Standards driving POS application software demand
6.2 Technology and Solution Trends
• Two-Dimensional (2D) Symbologies
• Radio Frequency Identification (RFID)
6.3 Market size and forecast

7. Strategic Alliances in Digital Media Content

Vormittag Alliance with Verifone
 NEC display Solutions Collaborates with Cisco
 Silver Beacon and American Technology Partnership
 Verite and Helius Ink Strategic Partnership to Provide Full Service Digital Signage Solutions
 Simtrol and Tech Electronics Licensing Agreement
 SkyStream and Helius Cross-Licensing
 Convergent SignStorey Alliance
 Clarity Visual’s acquisition CoolSign

8. Market Opportunities

Growth projected in outdoor market
 Growth opportunity in Interactive Digital Signage
 Emerging LCD markets

9. Market Barriers

Confusion in marketplace owing to a large number of providers and entry points,
 Users skeptical of returns owing to high initial investment required for its installation
 Development and provision of effective, targeted content is a challenge