IBC Amsterdam

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IBC (International Broadcasting Convention) exhibition is held on every middle of September at RAI Amsterdam, which forecasts the view of digital signage market for the next year. This is way people want to visit Amsterdam once a year. Everything is fresh in there.

IBC is actually exhibition related to broadcasting, but it doesn't exist as an independent part anymore, and it can't be.
There is a special section 'Connected World' in IBC, and there are three key words. They are IPTV, mobile, and digital signage. All broadcastings will be connected with IP from now. Satellite, cable, and ground wave are just working as a relay of Internet. If it can't be connected to IP, it can't operate in ubiquitous computing environment. Eventually, IPTV is a destination of digital broadcasting. In this view, Internet is the first point to connect these three media.
With appearance of a smart phone, we can also communicate with everything.
Ugly phone which can be interacted in limited area is disappearing rapidly. The smart phone symbolizes ubiquitous computing environment. Although everything is connected each other, we can only communicate through the mobile phone. That phone became smart. What people want for living is all inside, and it is being made at this moment. Mobility and smartness make us feel free.
In the view of business, actually in the view of DOOH (Digital Out of Home), every condition was fulfilled for digital signage market now. Ubiquitous 1 environment was set up through IP, and it was able to communicate via smart phone.
So, the last key word of Connected World is 'Digital Signage'. They are showing the future with three key words, IPTV, Mobile, and Digital Signage to the visitors.

Desire for the something new, 3D and Interactive
They show us new three trends of digital signage. They are 3D, interactive, and business model at IBC 2010. One of them is 3D digital signage. Of course it was influenced by the Hollywood movie 'Avata', but the desire for the something new is expanding 3D to digital signage.
There are two elements for technical background. One is the various solutions which changes 2D to 3D. These solutions are from not only hardware base but also software base variously.
In the digital signage field, 3D will be routinized from now on and we can see the possibility in advance at IBC 2010. The second reason for technical background is the rapid growth of display devices. In fact, this is not a new news as big companies are studying and researching at this moment and they will develop continually.
However, there is a very important point which is overheated competition of hardware among big companies and it makes the price down and they can provide the various business models through technology.
The second trend of digital signage at IBC 2011 is refined interactive. To put it concretely, it is a delicate touch. It became more important that how they connected with business model and what they will show through touch, not just touch. Touch became a essential element for digital signage. It is nothing if they only show the touch itself.
MultiTouch Ltd from Finland shows a new possibility with the touch. They were connected with six LCD screens of 46inch, and showed kind of digital casino concept.
The cards are flowing on the screen and player and dealer can select the card by touching and can play. Chosen card becomes game and entertainment as well.
And also, digital museum. Anything what you imagine, it becomes a reality.

Technical skills + Contents = New Business Model
The third is the various business models.
We can say this is the most important thing and actually this is a new idea, not a trend.
The reason why most of people attend at the exhibitions is to get new ideas. The meaning of digital tag from Germany is Personal Digital Signage Player.
We are very familiar with mobile, but it was difficult to think making a new business with mobile and digital signage.
As you see on the picture, the Personal Digital Signage Player from Stinova is a very simple idea. It used small digital signage instead of analogue name tag.
This item already got compliments at the InfoComm in Las Vegas, U.S.A. Especially, this is good to promote their booth at the larger exhibitions and big convenience stores. This is easy to use and light in weight because of USB potting form, so there is no inconvenience feeling.
The mini digital signage like stand alone style from same company is also good item. Even though it has already been used, this new mini digital signage fulfills both function and design. We need this kind of thinking from now on.
Like this, the basic environment for digital signage is already set up or almost done. The most thing is that who will challenge with creative idea.
VIZRT from Norway put the logo on its booth "More stories, More mobile, More analysis, More pixel". The "More" will become a very important word from now.
It means that great things come from small beginnings. The new market for digital signage has already started and the winner can be a person who is faithful to "More".☯