At the International Sign Assn.’s Sign Expo 2007, Nick Davies, Corel Corp.’s general manager of graphics, and Bill Trainor, president of Capital Networks (Toronto), presented a session titled “Integrating Digital Signage into your Signmaking Business.” They quoted Frost and Sullivan, a business-research and consulting firm, as saying the EDS markets, totaling $150 million in 2004, will ascend to $860 million in 2011. Frost and Sullivan also said the 2011 revenue forecast for EDS networks would reach $3.7 billion, compared to 2004’s $102.5 million.
Some system uncertainties have slowed the sign industry’s adoption of this technology, Davies said, including the lack of audit systems and ROI measurements, meaning, a method to prove the systems’ success to buyers. Other complexities include the content creation and turnkey solutions.
The speakers outlined target markets, which include 1.6 million retail stores with more than one location, 800,000 restaurants, 40,000 shopping centers, 36,000 pharmacies and 10,000 hotels. The U.S. Government owns 411,406 buildings and leases 45,000 more. Edwards Air Force Base (CA), operates a 400-screen network.
Davies outlined signmaking and EDS parallels:
• Design = Content creation
• Manufacturing = Network management
• Installation = Installation and service
• Service = Service and maintenance
• Clients = Clients.
The creation and updating of content, the EDS consumable, is a top-dollar earner, Davies said. Content includes layout, background, titles, logos, text, images, animation, video, data feeds and audio.