Archived Newsroom • Press Release
Personalized signage: the next digital revolution?
Share your views on global standards that will
pave the way to a new world of networked, interactive 2D and 3D displays
Geneva, 30 November 2011 – The arresting digital displays of
Times Square, Piccadilly Circus and Shibuya are just a foretaste of a brave new
world of cityscapes illuminated by interactive, dynamic and highly targeted
signage, according to a new ITU-T Technology Watch Report,
Digital signage: the right information in all the right places.
Advances in display technologies, declining manufacturing costs and a retail
boom in emerging economies are all contributing to the rapid spread of
large-scale high-definition display networks. But the proprietary nature of
current digital signage solutions is restricting the integration of applications
across different networks and vendors. Interoperable global standards will be
crucial to the future development of this emerging market, unlocking enormous
value not just for display system developers, retailers and newscasters, but for
governments and the community at large.
Tomorrow’s dynamic signage can play a crucial civic role in areas like
traffic management, public transport systems, safe crowd management at large
events, control of people flows in public areas and private venues, and
emergency response systems. But to do that effectively, standardized platforms
will be crucial.
ITU Workshop on Digital Signage (13-14 December) in Tokyo, Japan, will
explore this topic and examine concrete means to promote standardization work in
the field. Remote participation is freely available and encouraged; simply enter
the virtual meeting room at
http://itu.adobeconnect.com/itudigitalsignage/. The meeting language will be
Dr Hamadoun Touré, ITU Secretary-General: “The forecast three-fold growth in
the market for these advanced signage technologies will undoubtedly be driven by
better global standardization. Study Group 16 of our Telecommunication
Standardization Bureau has taken an important first step by starting work on a
Framework for Digital Signage Services. The resulting standard should be
complete in the first half of 2012, and will give a significant boost to the
digital signage industry.”
ITU’s Technology Watch Report defines digital signage as, “a network of
digital displays that are centrally managed and addressable for targeted
information, entertainment, merchandising and advertisement.” The report
provides an analysis of today’s digital signage market, identifying trends and
pointing to significant growth prospects in the near future.
The primary driver of new digital signage networks and applications is the
ease with which content can be adapted to different circumstances and audiences.
The report explores the extent to which this content adaption will develop
Radio-Frequency Identification (RFID), Near-Field Communication (NFC) and
biometric recognition software, suggesting digital signage could soon
automatically adapt its content to the preferences and interests of its viewers.
The report also provides an overview of current digital signage platforms,
their advantages over traditional signage media, and the technology’s exciting
future of personalized interaction with the individuals it targets. It also
reinforces they key role agreed global standards will play in facilitating the
cost-effective, rapid expansion of the market.
For more information, please contact:
Senior Communications Officer,
Chief, Media Relations and Public Information