Making New Markets for New Technologies

What rounds out the vision and mission of the show, and what makes it special for those of us in digital signage, is the growing acceptance and adoption by the ISA Sign Expo, their exhibitors, and sign shops of what they refer to as "dynamic digital signage." They have come to realize that this is a growing part of the overall signage industry and is an additional revenue stream for manufacturers, distributors, and sign shops alike. They are coming to understand that it is not an either/or situation, but a combination of static and dynamic that is in the process of becoming mainstream sooner than later. Sign shops have the customer relationships and content expertise built and nurtured over many years, and they are increasingly expanding their business to embrace these new opportunities. There is an old saying that we are known by the company we keep, and so it is with tradeshows. Participants in the Dynamic Digital Park included names such as Samsung and 3M, along with CMS providers such as BroadSign and MVix, and distributors from the IT and Pro AV spaces such as Ingram Micro and Almo. Of special mention are company names familiar to the traditional signage world that are entering into the dynamic digital signage market in a big way. Roland released its DisplayStudio at Sign Expo and Glantz Dynamic Solutions, a new division of N. Glantz, was one of the larger exhibits at the Dynamic Digital Park. Of course, the digital signage industry was well represented again this year by the Digital Signage Federation, who helped sponsor the educational activities and who showed support for the efforts of ISA in furthering the growth in this fastmoving area.