Industry News

Scala Names Harry Horn as General Manager of EMEA

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Harry Horn

Scala names Harry Horn as VP and General Manager to lead their EMEA operations. Horn will oversee efforts in sales, marketing, finance, services and support and daily activity in the Sittard, Netherlands-based EMEA office.

Horn will continue overseeing Scala’s marketing strategy as Global Marketing Vice President. Scala has digital signage solutions driving more than 500,000 screens worldwide, connecting networks of digital devices and has operations throughout the EMEA region including Norway, Germany, Spain, UK and UAE.

“Harry’s marketing efforts have consistently supported and reinforced Scala’s sales and services goals, and his broad knowledge of the EMEA digital landscape and partner network makes stepping into this role a natural fit,” says Rune Halvorsen, chairman of the Scala board. “This also brings continuity to the EMEA leadership.”

Leading to his new role, Horn has worked to align sales, services and marketing to ensure a consistent, cohesive message and high-quality digital solution is delivered to customers and communicated to partners. Horn joined Scala in 2010 with more than 20 years of experience and in 2012 took over the direction of the global marketing strategy driving digital marketing, events, thought leadership and communications, awareness campaigns and prospect nurturing.

As general manager, Horn will extend his current presence in lending his expertise to speaking engagements and industry interviews.

Go Scala Names Harry Horn as GM for EMEA

Rising Adoption of Digital Signage in Corporate Spaces

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Nielsen Offices

Based on feedback from 500 organisations across W. Europe and the US, Futuresource Consulting says, the corporate vertical continues to show a strong propensity for growth in the adoption of digital signage at a time where the wider market is beginning to show signs of maturity (in some segments) and emerging territories are posting declines in the face of worsening economic conditions.

In short, look to the corporate market for growth.

The corporate market offers a large addressable audience, existing communications infrastructure (which signage solutions can leverage) and the growing desire of companies to communicate with employees and partners in increasingly diverse ways.

Ben Davis, Senior Market Analyst, reports annual volume growth for commercial Large Format Display (LFD) product (excluding videowall and interactive whiteboard product) reached just 6% globally in 2015, down from 10% the year before and 20% in 2013.


“Large chained installs in sectors like automotive, QSR and retail banking continue to prop-up rising volumes in larger Western markets but a growth ceiling is becoming an increasing concern for suppliers as penetration in these early adopter verticals rises.

“Over 30% of organisations surveyed in our latest round of research are using screens outside of meeting spaces for the purpose of digital signage. Large organisations with headcounts of 500+ show the highest rates of adoption but it’s the SME market, below the top tier of enterprise, which provides the largest addressable opportunity in terms of scale. Requirements in this sector are typically heavily cost driven, often based on small networks running template driven signage, with the potential to overlay signage content on existing screens used to deliver broadcast content.

“From a supply side perspective, the last few years have seen increasing diversification of solutions as vendors seek to align products to individual verticals, opening up new customer bases. A key facet of this strategy has been the rising availability and declining cost of lower end solutions designed to service small network environments like those seen in SME office spaces.

“The rising penetration of SoC solutions in screen hardware, the decreasing cost of low end media players and the increasing availability of template based content management solutions have all made digital signage more accessible to corporate customers. Penetration in the segment is rising and this positive trend is highlighted by our survey with 14% of companies that do not currently operate digital signage in office spaces expecting to do so during the next two years.


“A primary driver for the adoption and expansion of digital signage networks in the corporate space is the increasing influence of IT managers and IT integrators on AV purchase decisions. This trend is happening at a time when the AV signal distribution market is making its first significant inroads into replacing conventional matrix switching products with IP based solutions. Residing on a company’s central network, these video distribution platforms sit alongside other network based communications tools, providing IT and communications managers with opportunities to create increasingly centralised and integrated solutions.

“IP solutions account for a small proportion of the AV matrix switching market at present (<5%) but the cost of these solutions is falling as the cost of Ethernet switches comes down and video compression standards improve. These solutions can offer numerous benefits and significant cost saving potential for larger networks spread across corporate campuses. Perhaps most importantly for the signage market is the flexibility these solutions offer. Any screen in any location can receive any video stream on the network and adding additional screens is as simple as adding an additional Ethernet switch to existing infrastructure. Over 50% of companies we surveyed which currently use digital signage in their offices expect to expand that network within the next two years.“

Davis adds, “The future adoption of IP based video switching solutions will aid network expansion and help maximise the utility of signage installs in office spaces.”

Go Futuresource Consulting

2016 Digital Signage Tendencies In Russian Retail

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Sergey Galeev

by Sergey Galeev, CEO, AddReality

According to Rosstat (Russian Federal State Statistics Service), the retail business in Russia has decreased by 10% in 2015, including a 15% drop in December. The main factors that have caused this situation include an insufficient demand from the population, high taxation level, lack of financial resources. The retailers are now faced with the goal of increasing an average bill, improving customer loyalty and attracting new clients.

Resources control and rational management are very important for retail businesses, especially large chains with a wide network of shops. There are many solutions in the market that aim to automate business processes in retail: warehouse and sales management, systems for procurement departments, software for the management of digital POS-materials.

The IT expenditures of Russian companies have decreased by 10-20% in 2015. The retailers prioritize those IT solutions that directly influence additional revenue attraction or cost saving, solve everyday tasks: for example, cutting the cost of marketing materials and increasing the sales of high-marginal goods. Fashion and beauty retail are actively implementing digital POS-materials- since the beginning of 2016 screens, video walls and sensory panels have been installed in many clothing, shoes and cosmetics shops.

Digital POS is a worldwide trend and due to the solutions for centralized media content management, the investments for the installation of digital screens pay themselves back very fast. The expenses for the logistics and manufacturing of printed banners recede into the past, as any marketing campaign is now created, renewed and launched remotely in every shop of a chain in a few minutes- from a PC or a tablet.

Alongside the optimization of expenditures, another factor that drives the transition to modern digital devices in Russian market is the introduction of EGAIS in 2015 (Unified state automatic informational system-- a state system dedicated to the control of alcohol production and turnover) and the new requirements for cash registers. The use of modern equipment, software and online data exchange instead of legacy devices with the limited functions helps to utilize the cash desk for marketing purposes. Integration with the analytical services and digital POS-materials provides retailers with an opportunity to optimize marketing funnel, monitor the effectiveness of advertisings in real time- for example, to track how a particular marketing campaign has influenced sales of a particular SKU.

There is a definite dependency between the retail and IT industry- we live in a time of a consumer type change and the retail is obliged to comply. What do the modern shoppers, the so called “Generation Z” need? They are the adepts of modern digital technologies and don’t want to watch “everyone’s” advertising- they need a personalized offer. They are open towards the virtual reality, put less and less trust in “real life” sales- including the shop assistants.

Russian retail is becoming more and more technological- and that is the forecast for the upcoming years, not only 2016. Digital technologies open a wide range of opportunities for retailers to optimize the expenditures. The main benefit of the digitalization of a shop is that the customer behavior, effectiveness of every marketing campaign, interaction of the visitors with the touch devices, quality of services- are now becoming measurable, meaning that the control and adjustment of retailer’s expenses will be faster and more efficient.

Sergey Galeev, CEO of AddReality. Sergey is the ideologist, co-founder and general manager of AddReality LLC. Has an extensive managing and entrepreneurial experience in IT, advertising and retail, directed the realization of complex digital projects. Sergey has conducted joint work with the industry leaders Ratmir Timashev, Steve Blank, David Cooks and many others. Sergey is a regular speaker at international conferences and an acknowledged expert in Digital Signage and retail.

AddReality is a cloud-based Digital Signage platform, enabling enterprises worldwide to create, edit, manage and deploy digital content. The solution comes with an intuitive editor for marketing campaigns personalization. AddReality provides a powerful tool for centralized remote management of the entire network of digital devices at the Point of Sale: audio players, tablets, video walls, touch tables, interactive kiosks and mirrors. The platform is especially effective for clients in retail, banking and HORECA businesses, governmental and educational organizations. AddReality customers include Microsoft, Nike, Yves Saint Laurent, Lancôme, Russian Railways among others.

Go AddReality

Time for NEC Solutions Showcase 2016

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NEC Solutions

Visitors to the NEC Solutions Showcase on 18-19 May in London can once again expect a visual experience as NEC and its partners collaborate to demonstrate fully integrated solutions presented in real-life scenarios.

The NEC Experience installation will showcase: Laser Projection with Projection Mapping, Fine Pitch LED and LCD Large Format and Desktop. Visitors will then progress to the 29th floor where the experiences continue with real-life interactive scenarios recreating how visual technology touches every part of our lives. There will be a hands-on with specific applications in Transport, Broadcast & Media, Corporate, Education, DooH, Retail and Command & Control—to name just some of the areas to be represented at this year’s event.

Why go? To experience how intelligent digital surfaces help to visualise Big Data; to learn how context aware software solutions and touch functionality enhances bi-directional communication; to see how cloud based videoconferencing and collaborative Huddle spaces are shaping the way we work and to understand how the Internet of Things is transforming Digital Signage… visitors to the Showcase will be better informed-- and even inspired-- by the future of our industry.

“NEC is fortunate to be part of a highly dynamic industry which is constantly evolving. The annual NEC Showcase offers visitors an opportunity to experience these evolutions first hand and to view the solutions which may form part of their decision making in the future,” says Neil Hartigan, GM UK and Ireland, NEC Display Solution

Offering a wide and advanced range of display technologies including Laser, LED and LCD enables NEC to be technology-agnostic. They say they are “uniquely positioned to offer the perfect-fit solution to virtually any customer installation scenario.” Through partnership and collaboration- - as demonstrated at the NEC Showcase where over 30 best of breed partners will collaborate to present fully integrated solutions-- NEC wants to promote its role as a Total Solutions Provider.

This year will see the Showcase taking place in another exciting venue; 29 floors up in Westminster’s tallest building affords a stunning visual experience featuring London’s famous skyline. The convenient central London location at Millbank Tower, 21-24 Millbank offers visitors excellent transport links.

Go NEC Solutions Showcase 2016

Portrait Displays Buys SpectraCal

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Two display enhancement and calibration tool developers become one as Portrait Displays acquires SpectraCal, creating a "leading end-to-end provider of display control, custom software and colour accuracy-solutions."

“Joining forces with SpectraCal was a natural next step for us in broadening our product offering to meet more sophisticated customer requirements,” Portrait Displays says.

“SpectraCal’s success with CalMAN color calibration software applications and turnkey integration with the leading color measurement devices is highly complementary with Portrait’s product focus. Portrait’s customer concentration targets OEMs in the PC display industry, while SpectraCal’s CalMAN is the globally-recognised display calibration software used by studios, Pro AV, broadcasters, home theatres, etc. CalMAN is also commonly used by test centers, analysts, and video installers throughout the world.”

Once the deal is finalised Portrait plans to integrate both products and future development, even if the two companies should retain focus on their own core products. Financial details of the acquisition are not available.

Go Portrait Displays Acquires SpectraCal