Konceptet med digital skiltning i hjemmet har groft set gennemgået fire stadier fra omkring 2005 til i dag: enkelt-punkt digital skiltning, intranet digital skiltning, digital skiltning baseret på det offentlige internet og det nuværende cloud digital skiltning system . skiltning. Med udviklingen af produktformularer til digital skiltning har systemarkitekturen, styringsmetoderne og driftsniveauerne for skiltning undergået betydelige ændringer.
Digital skiltning vender tilbage til indholdet
The initial single-point digital signage system requires special personnel to be present for content maintenance, system operation depends on personnel inspections, management costs are extremely high, content update speed is slow, advertising effects are limited, and timely content replacement and single point cannot be achieved. Content Control. With the development of intranet-type digital signage systems, the above problems, especially the management and operating costs, have been largely solved. However, the cost of building an independent operation network is huge, and it is only suitable for large enterprises or operators with relatively limited screen coverage. Later, the digital signage system that relied on the public Internet combined the development of digital signage with modern network technology, especially mobile network technology, and made full use of public social resources to form a rapid national network and global management, making the digital signage system truly With the wings of taking off: relying on the public Internet, large enterprises and small operators, the differences in hardware system capabilities are further eliminated, and the competition of digital signage applications has initially achieved the basis of returning to content.
However, digital signage systems that rely on public Internet technology cannot eliminate the "content" gap between small and medium-sized operators and large operators. Large commercial enterprises tend to choose large operators, which creates an inherent threshold for small and medium-sized enterprises to gain market recognition.
The core of the cloud-based digital signage system is to resolve the differences between different operators at the content level. Relying on cloud technology, the hardware differences between digital signage products and different systems will disappear, and regional differences will be erased. Any system that enters a cloud application can rely on the openness and one-way transparency of the cloud to provide customers with customized application services.
Avanceret koncept, hjælp digital skiltning industri model innovation
Under the cloud model, there will be a huge turning point in the industrial model of digital signage. As long as any advertiser finds a suitable digital signage cloud and provides the necessary fee, he can push his content to any screen in any region, at any time and in any way. The cloud mode will allow a screen in a large system, or even the resources of a certain time of a screen, to be freely "traded" online.
For operators in the traditional digital signage industry, this model must make great efforts to attract advertisements. It's very different from the fact that advertisers need to spend a lot of effort to find the right operator. Under the same cloud, there is no longer a simple competitive relationship between different digital signage advertisers and different digital signage operators, but a one-way transparent, two-way interactive partnership. The cloud can make any good content or screen resources present a transparent and tradable state.
The future digital signage industry will be composed of "cloud operators" with cloud operations as the core, content providers and screen holders. As an intermediate and core cloud operator, it will provide the basic core, provide services for network connection, content storage and management, and provide value-added services such as "resource transaction". This industrial model can enable small and medium-sized operators to obtain the same market competition opportunities and profitability as large operators, and promote the rapid development of the digital signage industry.
Mangel på kerneproducenter, skyskiltning er netop startet
Digital signage products based on cloud technology have shown a great scene for the entire industry: operators located in a small corner of the region can, on their own humble screens, share the brightest view of the T3 terminal of Beijing International Airport. Big screen, synchronously upgrade the content of the world's largest advertiser. During this period, no more cumbersome details and consultations are required. Or the world's largest digital signage operator could choose to resell its advertiser to the holder of a small screen in the most remote part of Africa: as long as the latter's asking price is reasonable. During this period, there is no need for many tedious detailed consultations.
This vision is so beautiful, but it is not easy to achieve. At present, the domestic digital signage industry has formed a consensus on "relying on cloud technology" to form a new industrial structure and business model. However, who will be the holder of the digital signage cloud and who has enough strength to run a digital signage cloud system that can cover the whole country and extend to the world, and provide a scientific and mature service system; The security and reliability of the content and services of the digital signage industry is a key issue for the cloud development of the entire digital signage industry.
The lack of mature core enterprises, the lack of differentiated typical applications, and the lack of support from many small and medium-sized operators in the cloud system are the biggest bottlenecks in the development of cloud digital signage. However, no difficulty can prevent the most advanced "cloud" concept in the field of IT and Internet from taking root and sprouting in the digital signage industry, which has become an industry consensus. In fact, it is time for practitioners in the entire digital signage industry, whether it is equipment vendors, software vendors, content vendors or operators, to seriously consider this "cloud" issue.
